Until recently, the man who assembled this virtual paradise for style lovers held a dim view of the fashion world. âI would not say I was interested in fashion as a subject,â Mr. Sood said. âI viewed fashion as a slightly elitist area.â
Turning to Ms. Lauterbach, 32, he added: âI didnât know who invented the black dress until Kate told me. I definitely had to educate myself.â
In his efforts to bring himself up to speed, Mr. Sood, who is in his late 30s, turned to some of the industryâs heavyweights as his guides. He recalled a two-hour meeting with Paul Smith that occurred in a curiosity room the designer maintains in his London office.
âPaul said, âYou know, weâre in a very special room,ââ Mr. Sood recalled. âI said: âReally? It just looks like weâre in a room with a lot of junk.â He said: âWell, thatâs the thing. Itâs not organized.â I said: âOh, I get it. Itâs unstructured data.ââ
Natalie Massenet, the founder of Net-a-Porter, told Mr. Sood that he could not simply upload beautiful photos of clothes as he had planned; he had to visit garment workshops and speak to curators to get the stories behind their creation.
And, as if making a pilgrimage to the Mount Olympus of fashion, Mr. Sood met with Anna Wintour, who steered him toward her friend Andrew Bolton, the head curator of the Metâs Costume Institute.
Mr. Sood has come a long way. âFor example, I understand what a dandy actually means,â he said. âIt originates from this British guy called Theo Blu-mel or something.â (He meant Beau Brummell.)
For all his charming bumbling on the subject, Mr. Sood may be more of a dedicated follower of fashion than he lets on. He has visited Tokyo 14 times by his count and can name-check Japanese designers like Chitose Abe and Junya Watanabe.
At a splashy party Google recently held at the Met to unveil the We Wear Culture archive, Mr. Sood wore a linen blazer by Junya Watanabe and shoes by the British heritage brand Edward Green. He also managed not break into hives when he conversed with Ms. Wintour.
Using the archive he helped create, Mr. Sood has been able to immerse himself in fashionâs details. Most recently, he studied lace.
âAnd then I went out and purchased my first lace tie, because I learned lace is not actually only for women,â he said. âI did a query search.â