December 5, 2013, 12:48 PM

HughandCrye.com: Real people

Hugh & Crye is all about selling shirts that fit to lean, athletic guys.

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When Pranav Vora, then 33, launched Hugh & Crye in 2009, he aimed to fill what he saw as a gap in retailing men's apparel: selling shirts that fit to lean, athletic guys. He created a sizing system for these men—initially six sizes, now 12. And HughandCrye.com offers a two-step process for figuring out your fit. While he operates one store in Washington, D.C., 95% of his business is online, and he adds new web site features monthly. His focus is on real guys. "We're not going to shoot a look book on a yacht," he says. "We show you what guys like yourself are doing." Product pages include links to Tumblr where a shopper can see what customers look like in the Hugh & Crye shirt he's considering. A new feature shows customer photos broken down by four body types: skinny, slim, athletic and broad.

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