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Published June 24, 2014

Primate Suspect
Summer Clothes with a Personal Shopper

You were told the future of shopping would be online.

Turns out, the post-future of shopping is you drinking beer in a store... while some guy goes online and orders all your summer shirts for you.

That’s the way they do things at Bonobos Guideshop, a new sort-of store for colorful, well-fitting shirts and pants, opening Friday on La Brea.

First step: make an appointment. Second step: show up and procure beer. Now that the hard part’s out of the way, you’ll get measured—then guided through this beachy warren of blond-wood cabinets. The beer can come, too.

You’ll see superlight stuff that’ll look great at next week’s patriotic beach barbecues—ultrathin cotton dress shirts, piqué polos and flattering summer-weight chinos colorful enough for sitting on decks hoisting Cape Cods in colorful-chino-appropriate situations. They happen.

Try on whatever. Here to help: a dressing room mirror with a hidden camera that’ll email you photos. You don’t need to post them anywhere. But you could. And that’s what matters these days.

Once you’ve decided, your guide will order everything for you, and it’ll show up at your place in a few days.

Pushing all those buttons yourself was always so complicated.
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