Why Collaborating Creatively With Your Customers Helps You Transcend Being Just Another Brand

If we're going to size up Ethan Song, the CEO of online men's clothing boutique Frank & Oak, we need to first get the seam right. Yeah, that's sartorial metaphor, right there.

For only being a one–and–a–half year old, Frank & Oak is putting a fresh crease in men's fashion: the site now boasts 1 million members––stemming from 490% growth year over year. Not only that, CEO Ethan Song explains to Fast Company, but these users aren't in it for a one–night stand: 65% of the customers who make one purchase return for another in two months, with the average Frank & Oak customer making more than six purchases a year––that's a lot for a dude.

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