Hey I'm one of the founders. I don't think that trusting brands is mutually exclusive with customers who aren't extremely knowledgeable - if anything, that's the reason brands exist: as a signal for customers who don't have much of their own "information" to rely on.

Many of our customers actually really enjoy discovering new brands that they wouldn't have found on their own, vs. sticking to the tried and true.

And for guys who already know and value specific name-brand clothes, there's actually another benefit which a lot of guys probably identify with: the ability to get more clothes from that brand's most recent collection without having to go get it yourself.