Fashion by body type

Another men's clothing site has launched and this one has a twist - it asks about your build, colouring and body type then makes recommendations based on those parameters. Called Stylepilot it asks for a few basics - are you a V (wide shoulders, narrow waist), an inverted V (broad waist, thin shoulders) what colour is your hair and soforth.

It then makes recommendations from some leading designers - you can get some nice pieces from Gant, Polo Ralph Lauren, many others.

It has one element I'd call a flaw; I put myself in as an inverted 'V' and got entirely slim fit shirts coming out. Now, as Vs go, I'm quite inverted and trust me, some brands are a bit tight. The founder tells me that most people will look better in a 'slim fit' rather than standard fit, which looks like a tent and flatters no-one. I take the point to an extent but I'd still be inclined to look out for stuff that's too fitted (and get back to the gym so I can wear it a bit better).

The site is based on the principle that men don't really know what to wear. Mintel research says that 60% of us don't believe we have a good sense of style while Style Pilot's own research says two thirds of men need help to pick out clothing, while many of us have our clothes laid out by our partners every day. I'd find this a little debilitating, to say nothing of taking my partner for granted, but apparently it happens.

This is basically the same approach taken by a number of sites, but with extra pictures to help you identify body type. I certainly wish them well - I still won't be buying any slim fit shirts for a while.