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"FacebookPinterestWittmoreShop-635.png\n\nThink about the men's online marketplace just five years ago. Many of the big brands certainly established a presence but when it came time to find the kinds of curated shops we flip for here at GQ online the pickings were mighty slim. Fast forward to today where there's a plethora of e-commerce destinations and more launching. One such shop just open for business that's landed on our radars is WITTMORE (shopwittmore.com). Founder Paul Witt is a fashion industry veteran, having worked for and with a wide range of brands, who brings his knowledge of the menswear world and a keen eye to his carefully curated online store. What does that mean for you, the customer? An edited mix of household names like Gant Rugger and Levi's Vintage Clothing with exclusive newbies like Moveslightly and Monsieur Gris. We chatted up Witt on the big day of his launch to break down who the WITTMORE man is why he sought to start a store in the first place.\n\nGQ: How long was the creation process from idea to launch?\n\n Paul Witt: WITTMORE has been in the works for the better part of two years. A good friend and I were having lunch one day in downtown New York. I had been thinking about a pretty big job offer for a full time in-house gig and he turned to me and said \"What are you doing?! Go for it and follow your dream.\" So I did. But really I have been dreaming up WITTMORE since I started my career. I've always wanted to own my own store.\n\nGQ: What hole in the men's online shopping marketplace were you trying to fill in creating your store?\n\n Witt: I want a destination that offers many different style segments. Guys these days care more than ever about what they look like, and rightfully so. There should be style options so we all don't look like each other. WITTMORE will deliver on that. My assortment will be a smartly edited culture-current reflection of that idea.\n\nGQ: Who is the WITTMORE customer?\n\n Witt: My goal is for WITTMORE to appeal to guys in their 20s, 30, 40s or even 50s. WITTMORE is designed to appeal to men who are in the know who want well-made and well-designed clothing presented in a clear way. Our product mix is for those who see themselves as ageless, and who might not have to wear a suit to work every day. There are many men out there who wear jeans and woven shirts as their \"suit\".\n\nFacebookPinterest\n\n Paul Witt\n\nGQ: How did you go about determining which brands you wanted to carry for the launch?\n\n Witt: Well, I'm kind of obsessive about the market and what brands are out there. I can't help myself I always want to see more. That's sort of where the shop name came from. I look for brands that do a really great job with their collections. Some might be household names, some are more niche, and several are new upstarts I'm helping give a platform to because I believe in their products.\n\nGQ: Will you continue to expand and offer new brands?\n\n Witt: WITTMORE is already in expansion mode even though we've just recently launched. For next season the brand assortment will double. In addition to stocking classic clothing and accessories that every guy needs, I'm also driving hard to offer those \"Oh Wow\" pieces from brands who don't always get their more off-the-wall things out there. So there will be some exclusives and some limited-edition items each season.\n\nGQ: What's the next \"big thing\" you see coming down the pike that you're trying to offer men now?\n\n Witt: The \"F-YOU shirt\" which is my version of the statement shirt. It should have aggressive prints and patterns all over it, all the time. Get ready. Shopwittmore.com might overdose on them in the months ahead."^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.gq.com/story/store-openings-wittmore-opens-its-virtual-doors>