Your personal shopper SOHO Join the waitlist
A real SOHO conversation on four iPhones: asking for a navy overshirt, nothing boxy, and getting four in seconds; two more and the one Soho would pick; the Drake’s overshirt in size M; and Soho finding it about $60 less on Drake’s UK site, then watching it for a drop under $300.

SOHO is your personal shopper. It knows your taste and your size in every brand, and finds it for less. You text it like a person.

We’re letting people in a few at a time, on iPhone. Leave your email and we’ll send you an invite.

Your size, every brand

Tell it what you wear in a couple of brands. It works out the rest.

The best price

It checks every shop that has it, here and abroad, in your currency.

Keeps watch

Too much, or sold out in your size? It checks every hour and tells you when that changes.

On your side

It works for you, not a store, and never buys without your yes.

Soho’s product sheet for Margaux’s James Soft Loafer in cedar suede, $375: your size is 38, because it runs long and Margaux says to go down half a size from your Aeyde 38.5.

Your size in every brand

Before it suggests a size it reads that brand’s size chart and checks it against your measurements, which is how it knows a 48 in one brand is a 46 in another.

You ask where the Chamula moc is cheapest in your size; Soho says it’s $198 everywhere it’s in stock, and the real problem is size: two shops only carry men’s sizes, so it points you to Chamula’s own women’s version in a US W 7.

The best price, everywhere

Ask about any piece and it finds every place that sells it, including the brand’s stores in other countries and resale, then tells you what it costs at each, in your currency and in your size.

You share Studio Nicholson’s Elkann suede loafer and ask Soho to find it in your size at the best price; Soho says it’s cheapest straight from Studio Nicholson, at about $496, and your 38 is in stock there.

Send to Soho New

Share any product page from Safari or a shop’s app, and it finds your size in it and the best price, and can watch it for you.

Soho couldn’t find The Row’s soft loafer for less than its $1,290 retail; one shop was charging $1,530, and your 38 is sold out at The Row and Mytheresa, so it checks every shop hourly for your 38.

What it should cost

It knows what a piece retails for. If someone wants $980 for a $500 jacket, it tells you, and keeps looking.

Soho: I’m watching both colors of the Margaux and I’ll tell you if either drops under $300.

Watching the piece, not the page

Name your price and it checks every shop it’s found the piece at, every hour, then texts you when one gets there.

You tell Soho The Row loafer is the one you really want; Soho checks The Row, Mytheresa and Baseblu every hour and will tell you as soon as a 38 shows up.

Back in your size

Sold out in your size? It keeps checking every shop it’s found it at and tells you the moment yours is back.

Under Hunting in Soho, a search it runs every day: a navy chore coat, size M, under $400, new, last found today, with a Stop button.

Every morning New

Ask it to keep an eye out for a kind of thing, like 501s in your size on resale. It looks once a day and only tells you when something new fits.

Hunting in Soho: two Margaux loafers it’s watching for under $300, and The Row’s Soft Loafer at $1,290.

Your hunting list

Everything it’s watching for you in one place: the best price right now, where it is, and whether your size is in.

Soho sends a first four soft loafers from brands you like: Khaite’s Miles Loafer at $1,080 and Lemaire’s soft suede slippers at $583, both in your 38.

What it sends

A first four in seconds, each with a line about why it picked them for you, checked in stock in your size. Then it keeps looking.

After you turned down a dark brown pair, Soho says the next suedes run dark too and looks for lighter, softer ones.

Not for me

Say why something’s wrong and it won’t send you that kind of thing again.

Asked which loafers you said no to, Soho says the Margaux James in Molasses suede, because it was too dark and you wanted a lighter suede, and that it’s still watching the Margaux in Cedar for a drop under $300.

It remembers New

Ask what it showed you last week, which ones you said no to and why, or what you bought. It looks it up instead of guessing.

Soho’s approval card: Margaux’s James Soft Loafer in cedar suede, size 38 (US 8), $375, with Not now and Approve.

It asks first

It never buys anything until you approve it.

Coming soon, because a personal shopper should save you money as well as time.