Editorial – Black Chalk Magazine @blackchalkmagazine
“Being perfectly well-dressed gives one a tranquility that no religion can bestow.“
—Ralph Waldo Emerson
Bridging the high standards of quality that bespoken suites are known for and the exacting perfection of made-to-measure tailoring lies the clothing brand, IndoChino. Behind every one of these custom made pieces is a guy searching for the perfect suit that encapsulates his personal style. IndoChino is on a mission to bring every man his perfect suit.
The Quest For The Perfect Suit – IndoChino
Black Chalk – How did IndoChino get started?
Indochino – Indochino was created out of a desire to create affordable suits that were made to measure. The whole aim of IndoChino is to provide suits that are stylish, made to fit, and have a personal design touch while being easy to shop for. It is all about creating the best shopping experience for guys.
Black Chalk – Most guys are of ‘no hassle’ school of shopping. Tell me how IndoChino went from a web based clothing retailer to having stores in two different countries?
IndoChino – We started doing our pop-up traveling tailor in 2011 with the first city being Vancouver. Because our traveling tailor proved to be such a hit with our customers, we decided to start opening stores. The traveling tailor pop-ups got started because we wanted to create a different kind of shopping experience then the one you get if you go to a major retailer like a Men’s Wearhouse, or a Macy’s. We don’t believe that men should be second class retail citizens. Fashion is set up for women and guys get pulled along into it.
We asked ourselves the question “how would you create an ideal shopping experience for guys from the ground up?” That is what the traveling tailor was, an experiment to create the ideal shopping environment for the modern man. When you walk in, you get paired with a stylist who then guides you through the whole process. They measure you, they really make an effort to understand your unique style tastes. Then they build a wardrobe for you, be it a single shirt to a whole outfit. It truly takes all the guess work out of it. You don’t have to be intimidated about what you don’t know. We encourage our customers to ask all the questions they want to.
Black Chalk – You currently are in nine cities, in two different countries from New York to Vancouver. What are your biggest markets?
IndoChino – Well, Los Angeles is up there. Chicago, New York and San Francisco would be our other big centers, because there are just more guys there. We sale in all 50 states, and in 130 countries via our website. We have guys everywhere. It is all part of our model, if you aren’t in a city with one of our stores you can buy from home.
Black Chalk – Let me see if I understand the process. I come to the store, I get measured. I pick out fabrics, then customize the pieces towards my own individual style. Then after I finish shopping in-store, you save my measurements online so that I can order again via the app, website if I choice to. Now what happens if I am traveling out of town and need to get remeasured for a suit?
IndoChino – We tried to create a process that is seamless as possible. If you are out of town and need to remeasured, we have that covered with a series of step-by-step videos on the site that teach you how to measure yourself. Because every IndoChino suit is made to measure, there are times where things can be off. If that is the case, we have that covered with our ‘fifth promise.’ Basically you take to it your local tailor and we cover all the alterations.
We created our videos with an eye towards the guy who isn’t the most knowledge in these areas. Our site is built so that we can almost guess your measurements based on your height and weight. The more information you give us, the more we can help you get the perfect fit for your suit.
Black Chalk – Tell me a little bit about the fabrics you use.
IndoChino – All of our fabrics are Australian Merino wools that are all milled in China. We made the decision to do it in China. We used to do a lot more outside of China, but we found that the quality and the price are better in China. Which is an interesting trend, since everything is made there now they have the newest machines, the latest technologies, and the most trained staff. The tailors, the fabric people, the technicians are some of the best in the world.
The fabric weave we use is called a ‘tropical weight’ which translates into a higher thread count, drapes well and has a shine to it. We have found that it will cover you for 95% of your time, from hot weather to most cold weather.
Black Chalk – What is your best seller right now?
IndoChino – It is all about personalized, you can choice your own lapel, you can make it double breasted, throw in a slanted pocket versus a regular one. One of our best sellers is the 7 button vest that Justin Timberlake likes to sport. With most guys it is about the details and that is what separates us from retail.