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WHEN women try on pants, the first thing they do is turn around and look over their shoulders into the mirror. If Andy Dunn has his way, men will soon do the same.
Jodi Hilton for The New York Times Bonobos clothing being packed for shipment. The company, started in 2007, could have $4 million in revenue this year. Enlarge This Image
Michael Appleton for The New York Times Andy Dunn, a founder of Bonobos, showed off the fit of his pants at the company’s Chelsea offices. Bonobos sells only online, but has a liberal return policy and “style ninjas” to help buyers. Mr. Dunn, the co-founder and chief executive of Bonobos, an e-commerce company that sells men’s pants, is on a mission to give American men a complex about their backsides. The pants’ distinguishing feature is that they eliminate the sagging bottom of ill-fitting trousers.
“It’s like a shame campaign,” Mr. Dunn said.
As much as he is trying to improve the way men’s clothes fit, Mr. Dunn may be having more impact on the way men buy clothes. Bonobos, which is based in New York, has no stores in which people can try on the pants, even though its pitch is superior fit. Instead, it aims to use various Web technologies to make clothes-buying less of a chore.
