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The Boston Globe


Clothing stores court men with free beer, big-screen TVs

A 55-inch flat screen television hangs above the maple wood bar where Sam Adams is on tap and a bottle of Maker’s Mark whiskey cozies up to swatches of Italian wool.

In this second-story boutique on Newbury Street, Alton Lane’s founders are trying to revolutionize the male shopping experience with private appointments, free drinks, leather couches, a body scanner, handwarmers — and of course, the custom clothes they are trying to sell.

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