Indochino

Indochino was founded in Vancouver in 2007 by Kyle Vucko and Heikal Gani, who started the business on the premise that made-to-measure suits could be produced and sold at prices significantly below what bespoke tailoring required, by moving the manufacturing to factories in China capable of producing individual garments from transmitted measurements rather than in-house tailoring. The business started as a purely online operation, which was the technological boundary-pushing element at the time, and the showroom model arrived later as the company recognized that the men who wanted custom suits also wanted the confidence of a fitting appointment before committing to a garment they would not receive for several weeks.

The Georgetown showroom at 3030 M Street NW is where the fitting appointment happens. A style consultant takes approximately 20 measurements during the appointment, which feed into the production pattern for the customer’s garment. The suit or blazer is cut to those measurements in the factory, constructed according to the customization specifications the customer selected during the appointment, and shipped to the customer’s address within three to four weeks. The showroom does not carry inventory that leaves with the customer on the day of the visit, which is the same showroom model that Bonobos uses a few blocks away for its guideshop format.

The customization range at Indochino covers the components that a made-to-measure suit allows the customer to specify: fabric (from the bolt selection displayed in the showroom), lining (from a range of print and color options), buttons (several standard options), lapel style, pocket configuration, monogram, and the fit specifications beyond the measurements themselves, such as the trouser break, the jacket length, and the shoulder construction. The accumulated choices produce a garment that is specific to the customer in a way that an off-the-rack suit from any retailer cannot match.

The price positioning is the primary argument for the Indochino model. A made-to-measure suit from a local tailor in Washington might cost $1,500-$3,000 depending on the fabric and the tailor’s level. An Indochino suit in the premium fabric tier runs in the $500-$900 range, which is accessible to the Washington professional who wants a properly fitted suit but is not in the market for bespoke tailoring at its full price. The fit quality from measurements that are accurately taken and transmitted is generally better than an off-the-rack suit can achieve without alteration, which is the practical value proposition.

Georgetown’s professional population, specifically the men who wear suits regularly for work in the legal, lobbying, consulting, and government affairs industries that define much of the neighborhood’s employment base, is the natural customer for a made-to-measure showroom on M Street. Hours run from 10am Monday through Saturday and 11am Sunday, with Friday and Saturday closing at 8pm. Online ordering at indochino.com allows customers who have existing measurements to place orders without a return showroom visit.