A little background: Founded by two spectacular editors Ferebee Taube (consultant snob for Vogue, Theroy, Chloe) & Eleanor Ylvisaker (Ever heard of Earnest Sewn?) and all they have to say is," What if you could walk into your favorite store and see only the merchandise you know and like?"
Here is an example. Say you love denim more than anything and you can rock it like The Manrepeller (below)
Then a post something like this is created for you:
Their story on Refinery29 here