Launching this month, the Hermés subscription-based tie club provides its members with a new necktie on a regular basis – no shopping or even decision-making required.

In order to join the “club for the sartorially savvy and subtly adventurous,” prospective clients will need to fill out a questionnaire—available at select boutiques across the country—where they’ll indicate colour preferences for ties and shirts along with the type and style of ties they like (e.g. shiny versus matte, equestrian-themed versus animal). They’re also asked questions like, “Where do you see your ideal self?” (The multiple-choice answers include “In the spotlight,” “In the shadows,” “On the 50-yard line,” and “At the bargaining table.”)

“The concept of the Hermès Tie Society was to learn what our clients liked most about our tie collection, then conveniently send them a new tie every month for the length of time chosen,” says Robert Chavez, CEO of Hermès of Paris. “They would not have to come to the store every month for a new tie, and we would select for them based on their preferences. What we learned is that clients love the convenience and the personal touch.”

The subscription options vary between receiving a new tie every quarter, every two months, or every month. Membership includes benefits such as free delivery, expert laundering, tie reshaping and repairs, and access to events at the flagship Madison Avenue store in New York City. It starts at $180 per month plus tax.

Initially, this is a US only initiative but we hope it goes global.

If you are lucky enough to be resident in the USA then the 10 boutiques where it will be offered include the Madison Avenue men’s store, Wall Street in New York, Boston, Washington D.C., Chicago, Houston, Dallas, Beverly Hills, South Coast Plaza, and San Francisco. More information is available by calling 1-800-441-4488.