I also had this conception, then learned most if not all of my items have been from Stitch Fix’s internal brands and that’s why I didn’t recognize any of them. I thought they were a curator of brands and styles I might want to check out, but it seems to me they’re running it like a D2C high-volume fashion label.

So I’m guessing by owning the brands themselves they get even higher margins than if they were buying unwanted brands in bulk at a discount. And each of the brands goes for a certain generic style, e.g.: “Even Tide brings the vacation to your closet with a mix of coastal colors and mid-century modern inspired lines.” [1]

Kind of a let down for me as a subscriber, but I still buy quarterly as I’m so bad at picking a wardrobe out on my own.

[1] https://www.stitchfix.com/men/blog/the-service/exclusive-bra...