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The user then contributes to the selection process by expressing likes and dislikes. And because the company’s clothing is made-to-measure, the “bespoke” concept goes one step further, with choices for color pairings and materials. “Fits constantly takes into account acoustical track information as well as explicit artist data coupled with lifestyle information and user activity,” said Julian Eison, founder and CEO. “We use machine learning and proprietary algorithms to discover trends and to infer new ones.” The

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