Lynne McCrossan: Turbulence before holy grail

Jamie Coleman, 38, city centre. There is nothing better than a well cut suit. I spotted Jamie in Argyle House. The suit was from his tailor, he couldn't remember where the shirt and tie came from other than his wardrobe. Good enough answer for me.

Jamie Coleman, 38, city centre. There is nothing better than a well cut suit. I spotted Jamie in Argyle House. The suit was from his tailor, he couldn't remember where the shirt and tie came from other than his wardrobe. Good enough answer for me.

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For eight weeks I have been wrapping my head around fashion tech.

It has been a phrase mainly used to stop people asking too many probing questions about what I’m doing. This is not because Crave is top secret, it’s because I genuinely couldn’t define it.

Two months ago Big Red and I sat across from two boys who wanted in on our crazy Crave journey. When I say boys, I mean fully grown men who helped build SkyScanner.

When that kind of tech offer is on the table you take it. Since then every bump has been proportionate to turbulence at the tail end of the plane. Fun but frightening.

As the digital world embarks on decoding the anomaly that is fashion, the road to online shopping’s Holy Grail has yet to be discovered.

There are many people digging around the vicinity but as yet have had limited success. So what makes us think that one lifestyle editor, a stylist, a coder and ops guy can crack it?

Especially when said motley crew can’t even communicate without a third party translating creative speak into tech talk.

Right now I’m not sure of the answer, but as our honeymoon period morphs into the daily grind the choices seem infinite for creating some truly disruptive technology.

FASHION INSIDER

I have had a peek at Edinburgh International Fashion Festival’s programme for next month and it looks like the strongest yet.

Be prepared to be spoiled for choice.

It’s the perfect antidote to the World Cup. July is looking like Edinburgh’s most fashionable month.