Every guy shopping for clothing has found that perfect shirt, only to discover upon trying it on that the shoulders are too wide, the torso is too baggy, or the arms are too long. Many a happy moment has been shattered by such discoveries. Luckily, a solution has arrived that doesn't even require you to leave your desk.
Proper Cloth (www.propercloth.com) was started in 2008 by a young entrepreneur from MIT looking to revolutionize the way men purchase dress shirts. The premise behind this web-based company is essentially "bespoke shirts via the internet, and you're the tailor". Men (or women trying to dress their significant others a bit more nattily) can visit the site and customize their dress shirts by fabric, cuff, collar, fit and more.
They are not the first to come up with this concept, but after checking out the competition and speaking with Seph Skerritt, the creator of Proper Cloth, I found that their leg-up is not only in the 100 plus choices of fabric but also in a unique feature not seen elsewhere: the ability to choose a fit based on the fit of other brands, such as J. Crew or Brooks Brothers. With this feature, you are guaranteed a familiar fit that has worked for you before. Even after picking another brand's fit, you can still customize. Perhaps you like Brooks Brothers' shirts but wish they were longer? The website allows you to tailor to your heart's content.
Proper Cloth's website has a simple interface that guides the customer through the design process. Additionally, for those based in in New York, Proper Cloth's home, private fittings are available to those in need of a little extra help.
I recently had the opportunity to speak with Seph. Excerpts of the conversation appear below.
Sharon: With so much left to chance when purchasing clothing online, how are you able to put your customers at ease and guarantee satisfaction?
Seph: We've found that dissatisfaction is very rare. We provide the customer with all the information they could need to make an educated purchase that will result in the perfect shirt. If, on the off chance, they are not happy, we will take back any shirt, make the changes or replace the shirt completely and mail it back free of charge.
Sharon: What was your biggest challenge so far?
Seph: From the beginning we have experienced a diverse range of challenges, from kinks on the website to sourcing and inventory management. To date, the biggest was getting capital, which for a while came from my own pocket, as well as from friends and family. Right now the biggest challenge is getting the word out. It is a slow progress that requires a lot of work.
Sharon: Have you used your own services? If so, what is your favorite shirt?
Seph: Yes, one of my shirts that gets the most attention is this great blue shirt with butterfly accents on the collar and cuffs. But the one I love the most is just a simple plain white shirt that fits so perfectly I can wear it with just about anything. When you go simple you always look good.