The online men’s shop brings its brick-and-mortar presence to Maryland.
One of stylish men’s biggest problems is how to wear untucked collared shirts without looking sloppy. UNTUCKit founder Chris Riccobono wore shirts that were long and messy when untucked, and was determined to solve the issue. Today, UNTUCKit has grown from an online-only retailer to over 50 stores across the U.S. since its launch in 2011. The brand’s newest addition is its Westfield Montgomery Mall location, which opened before Black Friday this year after online traffic from the Bethesda community grew. “We like to open stores where our customers are, so after seeing that so many people from the DMV were shopping with us online, we wanted to bring the product to them,” says Riccobono.
Along with its quality products, UNTUCKit has brought its easygoing masculine aesthetic to Westfield. The white and navy walls and wood flooring are lit by modern hanging lamps.
Decorations of vintage books, leather trunks, and globes dot the shelves. The waiting area in the back of the store holds a leather couch, contemporary armchairs, and trunk table overlooked by a photograph of Abraham Lincoln’s Memorial statue. The fitting rooms are especially simple, containing wood-topped stools and industrial screw-like clothing hooks designed for quick, easy fittings.
UNTUCKit’s fitting process is particularly unique. Next to the fitting rooms is a rack of “Try-On Shirts” ranging from sizes S-XXXL in regular, slim and tall fits. These are specifically meant to help customers find their best fit, and afterwards they can easily shop the rest of the store; each shirt type is cut exactly the same for all fits and sizes. “It really streamlines the process.” Westfield’s UNTUCKit Store Manager, Hooman Kowkabi says. “There isn’t a need to try on everything, and our customers have enjoyed the transaction speed.”
Commercials and media ads have raised brand awareness, but UNTUCKit’s physical presence adds a layer of experience customers don’t get online. “Our demographic likes feeling the fabrics, getting fitted and trying on pieces. Customer numbers and our fanbase come with the brand, and they’re happy we have a physical store here,” says Kowkabi.
The rest of UNTUCKit’s product range is meant to complement its shirts. Items range from $15 socks to $158 jackets, and include casual tops, sweaters, pants and long-sleeved polos in tonal colors, neutrals, and prints. Westfield’s UNTUCKit decidedly makes the brand’s online presence and aesthetic concrete, and is one of the menswear shops that will prosper this holiday season.