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Even for seasoned menswear enthusiasts, entering a traditional tailoring house can be an unnerving experience.
There are the decades of customs and rigid procedures at play. The shop floor will likely be small and intimate, creating an all-eyes-on-you effect.
The staff member at hand may use terminology you’ve never even heard of, or ask about details you didn’t think to consider, making you silently think that you may be out of your depth.
And, perhaps worst of all, it can be tough to visualise what your custom-made creation – which almost always comes with a healthy price tag – will look like.
Helping soften out the more intimidating aspects of bespoke is Hockerty, a digital tailor that launched in 2008 with the aim of allowing customers to create made-to-measure pieces without needing to go into a physical store and at a fraction of the usual cost.
The company’s process is refreshingly straightforward and is carried out across four stages, beginning with design. Customers are able to choose from two ways to find their ideal suit: they can either select from Hockerty’s curated collections, or have complete control over the creation process, choosing from an array of options, including fabrics (there are more than 500 available across the year, from seersucker for the warmer months to wool blends for winter); small details (including pocket styles and whether or not you want your trousers to be cuffed); and the kind of lining used.
To help users feel at ease with what they’re producing, the site displays a 3D configurator of what the ensemble will look like – so you can see exactly what you’ll get. You can also request fabric samples, so you know precisely what your suit will feel and look like.
Up next is the measuring process, whereby Hockerty’s AI algorithm – which is based on a decade’s-worth of sizing data – uses a few inputs, such as your height, weight, age and type of stance, to create a precise body profile.
Following this, the company’s artisans then carry out the works to exacting standards. By producing only what is ordered, the creation of surplus stock is avoided – a big check on the sustainability checklist.
Then, once the final thread is stitched, you have the option to either have the order delivered directly to you or have it passed on to one of Hockerty’s partners who’ll invite you in to try on the garments and adjust them if necessary and at your convenience. As the brand states: these are ‘clothes made to fit you, not the other way around’.
Moreover, with many now looking to sort out their wedding attire for spring and summer, Hockerty’s AI-powered assistant, Sophie, is on hand to offer guidance to grooms and groomsmen who need a little direction. Conversations are kicked-off with a few basic questions – asking, for example, if there’s a theme or dress code – before curated choices are laid out for consideration.
For a classic touch, you could plump for a timeless black tux, or perhaps something in linen to help you through the aggressive July heat.
With all things considered, we’d personally stick to a navy three-piece. Some may consider this a touch safe, but with an array of monogram options, a variety of buttons and several lapel styles on offer, there are plenty of ways to put your own subtle stamp on this wardrobe classic.
Ultimately, the choice is yours – then let Hockerty do the rest.
For more information, see hockerty.uk
