Des Moines isn't the fashion capital of the world, but a local start-up company has been overwhelmed by the amount of men nationwide asking Iowans for a little help with their wardrobes.
Derian Baugh, the CEO and founder of Men’s Style Lab has always offered fashion advice to friends, but now from this small Urbandale warehouse, he and a small team of stylists are helping men all over the country dress a little better.
"I've always been a guy that's loved fashion and stayed on top of the latest trends,” said Baugh.
The concept is simple.
Men log on to the website and fill out a survey including their sizes and what's already in their closet.
After a short phone interview, stylists like Kayla Ryan take care of the rest.
Ryan puts together boxes of clothing ranging from $250 with one or two pairs of pants, two or three or shirts, and some socks to $1,750 boxes including items like a watch, shoes, and a blazer.
Customers keep and pay for what they like and ship back what they don’t.
"We look to put it together so when a guy opens the box, it's all laid out for him,” said Ryan.
The idea of an online personal shopper is nothing new, but Baugh says what makes Men's Style Lab unique is its Midwest niche.
The company won't send you a $5,000 suit, but don't expect overalls and a tee shirt either.
"We're targeting every day guys and we're in a great position to do that because we're from Iowa. We're not overly fashion forward. We cater to the everyday guy,” said Baugh.
When the company launched in February, it had a waiting list of 10,000 customers.
If you ordered today, Baugh says you should receive your clothes in about three weeks.
To visit the Men’s Style Lab website, click here.