A 55-inch flat screen TV 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, and of course, the custom clothes they are trying to sell. Alton Lane is one of a cadre of new retailers in Boston that aim to capture a larger share of the growing menswear business.
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