It’s the rare software startup where you find yourself standing in your underwear behind a curtain while the founder talks tech.
I should probably blame Jeff Bezos.
If not for him, the digital reckoning forced on the retail world by Amazon might not have happened, and radical re-imaginings of shopping like the store I’m in might not have been necessary. As it is, I’m at Hointer, as shop that possibly represents the most radical synthesis of offline and online retail yet. I’m trying on expensive jeans to find out what clothes-buying feels like when the shop is powered by Amazon-caliber algorithms and machines set in motion by the tap of an app. The short answer is that it feels like you’ve stepped physically into a shopping website, a sort of e-commerce sequel to Tron.