Bonobos, the online men's wear fashion retailer which operates over 30 "guideshops" (where customers can try on but only purchase online) has launched a campaign emphasising fit. It claims to cover 172 sizes and fits through a campaign which features 172 men dressed in Bonobos clothing. It will run a TV spot as well as radio, digital and social marketing, and project video o buildings in Austin and Chi ago where the campaign will run. The story of the founding of Bonobos includes the search for perfectly fitting clothes.

see ad on the 172 fits by bonobos