In 2010, UNTUCKit Founder and Executive Chairman Chris Riccobono was on the hunt for a shirt that looked good untucked. He quickly realized that it was a hard style to get right—traditional men’s dress shirts were too long and looked sloppy when worn untucked.
After hearing friends echo his frustrations, Chris came up with the idea for UNTUCKit: a polished yet casual shirt designed to be worn untucked. Chris quickly got to work re-engineering the dress shirt with the perfect untucked length to help men look sharp, even at their most casual.
Beyond reimagining the perfect untucked shirt length, Chris focused on reworking contoured hemlines, reinforced collars, and developing a signature sail. Tying it all together is the amount of fits available for every body type: 50+ for every shape and size.
He partnered with his former classmate Aaron Sanandres to launch the business and from there things moved quickly. Initially running the operation out of the third bedroom in Chris’ apartment in Hoboken, New Jersey, and shipping out of a local storage unit, UNTUCKit opened its first store in September 2015 in SoHo, New York before expanding in 2016 with flagships in Chicago, Los Angeles, Austin, and San Francisco.
Today UNTUCKit counts 85+ stores across the U.S., Canada, and the UK., stocking an entire line of men’s clothing—including tees, sweaters, pants outerwear, shoes, and accessories—and lines for women and boys
The Perfect UNTUCKit Fit
In line with their mission to help every customer find the perfect fit, UNTUCKit employs an expert team of highly knowledgeable store associates who offer customers style recommendations and fit expertise. In partnership with Hero, customers shopping online can take advantage of that same knowledge.
On UNTUCKit’s website, customers can connect with an associate in their nearest store via text, chat, or video. From there, they can get help with sizing and color selection for any of the brand’s pieces, as well as guidance while choosing one of UNTUCKit’s 50+ fit options. Video chats in particular allow associates to offer styling tips and bring their products to life in a way that static web images simply can’t.
“When it comes to finding a classic shirt that looks great and fits well, there’s really no such thing as ‘one size fits all,” says Chris Riccobono, Founder and Executive Chairman, UNTUCKit. “And sometimes finding that perfect fit requires a little extra assistance, which is where our store associates are so helpful. We’re excited to be able to make their expertise available to our online shoppers, so they can find the shirt that helps them look and feel their best.”
From May 2020 to January 2021, UNTUCKit has initiated over 60,000 chats with online shoppers. Better yet, 88% of customers purchase within 24 hours of chatting, while 17% of customers return to chat.
“Sometimes finding that perfect fit requires a little extra assistance, which is where our store associates are so helpful. We’re excited to be able to make their expertise available to our online shoppers, so they can find the shirt that helps them look and feel their best.”
More Ways to Shop
In addition to help with size, fit, and product selection, online shoppers can use virtual shopping to get details about the availability of products in their nearest UNTUCKit store or to pick up their online order using contactless pickup.
“Hero and UNTUCKit share a common goal of bringing the in-store experience online so that shoppers can find something they love,” says Hero CEO Alistair Crane. “We look forward to helping every UNTUCKit customer find a piece that helps them look and feel their best.”
Read a full interview with Chris Riccobono about HERO® and UNTUCKit’s strategy to reopen stores on Modern Retail.