09.05.2011

Second Button is Looking for a Few Good Men

This past winter, we discovered Second Button, and our wardrobe has never been the same!  This season, the online men’s shirt retailer specializing in perfectly fitting garments, is looking for a few good men…to be featured in the Second Button campaign!

Second Button is looking for non-professional to be photographed for the company’s look book and visual materials.  If you think you have what it takes to make 2B shirts look even better than they already do, send an email to .(JavaScript must be enabled to view this email address) with a recent photo and a link to your facebook page.  The first 25 to respond will get an exclusive model offer - a personal fitting and style appointment, and 10 custom shirts for only $500! 

By Ty Kuppig

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We recently sat down with Second Button founder Matt Tepper (pictured) to learn more about his dynamic company and what he’s hiding in his wardrobe! 

What is your professional background?  What were you doing before creating Second Button?
I was working at digital advertising firms doing business strategy.  I figured since I was helping all of these companies grow and evolve, why not do it for something I felt personally passionate about.

What was the catalyst/inspiration for creating Second Button?
Dissatisfaction.  I wasn’t satisfied by my closet and realized I could do something about it.  If you think about it, mass retailers make products that are made to sell to the widest group of consumers.  What that means is that we settle for what someone else considers the “best average.”  The “best” fit is the one that will make the greatest number of people think their shirt fits.  The “best” style is the one that will get the most people to think their shirt looks cool.

But we don’t need to do that anymore.  By merging fashion and technology we can give customers what they really want, a custom fit and a personal style.

How would you describe your personal style?
Understated.  I don’t wear anything resembling couture, but I take time to consider what I’m wearing and make a fair amount of non-traditional choices.

It’s one of the reasons I like the ability to add contrast liner fabrics to my collar and cuffs.  I can take a plain white dress shirt and add a little something that reflects my style.

What is the most important piece of clothing in your wardrobe, aside from Second Button shirts?
My favorite non-Second Button piece is an amazing pair of Vince pants.  They fit just right, and they are a really nice shade of green so they match a surprising amount of shirts.

But I think my most important pieces are my watches.  As a guy, we only have few ways to stand out, and watches are one of my favorite ways to do that.

How many dress shirts do you think the professional man should own and keep in rotation?
I think it’s very different now than it was 10, even 5 years ago.  Everyone wears dress shirts out at night, so having a range of formal and casual shirts that can transition between day and night is critical.

It of course depends on how formal or casual your work environment is, but I’d say if you want to look great and not feel like you are wearing the same few shirts over and over a good rule of thumb is 3 formal, 3 casual, and 10 shirts that can easily transition between formal and casual because those will be the most versatile.

Who do you see as the Second Button client?  Who is this man?
We have actually given this a lot of thought, and developed our business based on the answer.  Second Button is best for the guy who wants to look and feel good regardless of whether he’s at work, out at night or grabbing brunch.  But he’s not the kind of guy that wants to make a statement with every outfit.  He has a casual, confident, and subtle style.

How is second button different from a company other online “custom” retailers?
Versatility.  Whether it’s a modern custom dress shirt company or a traditional one, they all cater exclusively to formal, professional men.  We have formal options, but we’ve also expanded into casual styles.  Our shirt designer has created three styles unique to the custom shirt world; western, military and utility.  We call them our specialty styles.

Each specialty style was created from the ground up – we did not simply throw some epaulettes on a formal shirt and call it military.

Boxers or briefs?
Easy question, boxer briefs. The comfort of boxers with the support of briefs.

What’s next for Second Button? Pants? Suits? Or do you prefer to stick with shirts?
We are going to expand by attacking where the most dissatisfaction lies.  I tend to think it will be pants, but we’ve had some heated discussions internally about some very different and interesting ways to go.  You’ll have to wait and see if we go in any of those directions.

Which city in the world do you think has the best men’s style?
It’s hard to beat Milan.  But I like New York City’s fashion because we have so much diversity.  We have the finance guys, the fashion guys, the music industry, advertising, technology, just to name a few.  It’s the only city in the world that has that kind of everyday fashion variety.

If you could change one thing about men’s fashion, what would it be?
I want to wake men up to the mediocrity that they are being forced to suffer.  We live in an age where technology and smart business can get you exactly what you want, not something somewhat close to what you want.  Never settle!