Why then would I need Ben Sherman’s shirt bar? If everything I can think of (literally) can be built in the iTailor online shop, why bother parting with cash for a high-street brand?
The reason is the same one that explains why people go to restaurants for dinner. It would be cheaper to eat at home every evening and you can certainly cook a wide range of recipes with the ingredients from your local supermarket.
Yet, going out for dinner is fun. The effort of gathering ingredients, of cooking, and of processing, is taken away and my meal is served by waiting staff, usually within half an hour of my ordering it. Depending on where I eat out of course, the food is presented to a high standard and tastes delicious. In addition, I’d probably go with friends and soak up the social atmosphere, fully examining the entire menu before selecting my dish.
Confronted with a fridge of meat and vegetables, even for a seasoned chef. it can be difficult to know how to be original and keep your home cooking fresh. Similarly, for the seasoned iTailor customer, it is sometimes possible to look over the endless lists of tailoring options and yet somehow end up designing the same shirt over and over with only tiny variations.
If iTailor is cooking at home, Ben Sherman’s shirt bar is the restaurant experience of the Mod world. It is the treat of letting someone else do the creative work for you and you choosing from their sumptuous menu of exquisite garments a combination of designs that you would never have thought to put together. It might be a bit more expensive, but the prospect of finding something totally fresh and original on those shelves is always alluring...