Dappad: The Online Stylists Who Want To Take The Sting Out Of Shopping

The idea is simple: you tell them what clothes you like, they pick some items for you and deliver them to your door. But does it work?

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It doesn't feel like the wildest of generalisations to say that, while men love owning new clothes, the process of acquiring them is not something we relish.

Whether it's hitting the high street or the boutiques of Lamb's Conduit Street, traipsing from changing room to changing room is not our idea of fun. Nor, really, is spending hours on Mr. Porter when we could be devoting our online hours to reading about the important issues of the day (read: tweaking our fantasy football teams).

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It is this truism that inspired Dappad, a new online men's shopping service that launched in September 2015. By their reckoning, '8 out of ten men hate shopping', and Dappad want to take the pain out of it by not only picking your new clobber but delivering it to your front door so you can 'yay' or 'nay' them from the comfort of your own home, with no cost for delivery or returns.
 

Dappad CEO Erika Nilsson-Humphrey, Creative Manager Tine Green and Head Stylist Ewa Andriesz
 

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So how does it work, and indeed, does it work? Esquire did a dummy run of the service, the first stage of which is to sign up to Dappad's website and answer a very quick survey that establishes what sort of style you prefer (this involves ticking pictures of outfits you like) and also deciding, in simplified terms, whether you are a 'beginner, intermediate or expert' when it comes to your own sense of style.

After the initial sign up comes a phone call with one of Dappad's stylists. A very pleasant 5-10 minute chat with our stylist Eva helped her establish what sort of clothes we needed and what styles we liked. There is no pressure here to be a fashion expert with a detailed knowledge of cuts and brands: we kept our terminology deliberately basic and never once felt we weren't being understood.

A few days later, a very neat box arrived featuring items Eva felt would suit our personal style, and the hit rate was remarkably high given how little information we had provided.

Of the six items and two accessories that arrived, all of them were items we would happily wear and one of them in particular – a beautiful grey unconstructed Barena Venezia blazer – went a step beyond that by introducing something new into our wardrobe.

It was that, along with a navy Gant Rugger shirt and a Tiger of Sweden knit, that we decided we would be prepared to buy (always at RRP), meaning we were three items up without leaving the house or spending more than ten minutes of our time.

There are, of course, drawbacks to this style of shopping. As much as we may resent the legwork of hitting the shops, nothing can beat that moment when an item jumps out at you from the end of a rail and you go home, not just with what you needed, but something you didn't even know you wanted.

But as a way to save time and get what you want quickly, Dappad is a great option that, as our Barena Venezia blazer proved, can spring a welcome surprise as well. It may feel like a leap of faith to put your shopping in someone else's hands, but when they're hands as safe as these, what really do you have to lose?

Dappad.com

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