Digital technology is being used to help with personalisation services. Photo: Ermenegildo Zegna
In a time where individuality is prized above all else, clothing customisation has become a big draw for shoppers.
This is especially so in menswear – the reason being that it gives more options and variety to guys (in comparison, women already have a lot more styles to choose from).
Everything from suits to shirts and shoes can be changed to fit better – or made to feel more personalised.
Gath A D’Silva, head of design at The Jacket Maker, says that this is the way forward for men’s apparel and accessories.
“In all aspects of size and height – down to the minutest detail, customisation allows people to shop for quality items that will last a long time.”
The Jacket Maker operates online and ships around the world, even offering leather jackets that can be tailored to the customer’s specification.
This is something different from the usual formal suits that you would think of when it comes to custom apparel.
While the traditional idea is of a tailor setting up a physical shop, brands with made-to-order fashion can now also thrive digitally.
D’Silva explains that for The Jacket Maker, a dedicated design consultant will get in touch with interested customers. The interaction moving forward is just the same as walking into a store.
Even leather jackets can be custom ordered these days, in addition to accessories for men like bags and shoes. Photo: The Jacket Maker“Virtual sharing of the process; from point to point is ensured, so the customer is aware of everything that goes in and around the product, leading to the final stage where the customer gets to see the product that will be received,” he adds.
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Big fashion houses are quick in adapting so as to not get left behind.
Earlier this year, Giorgio Armani launched its bespoke service offering customisation for items from each season’s collection.
Gucci, for example, has a “DIY” service for its customers (women, as well as men). Symbols can be embroidered onto the sleeve of a knit or shirt. Colourful printed silks are available as linings, and initials can be appliqued onto bombers, leather jackets and sneakers.
Ermenegildo Zegna uses a digital 3D style configurator.
According to the brand, this technology addresses the specific personal requirements of clients – from cut and colour, to styling, measurements and material. More than 2,300 products are available for personalisation.
It also allows Ermenegildo Zegna’s style advisors to contact customers and suggest the best styling options based on individual tastes and requirements.
Broadening the market
Malaysian designer Vincent Siow says that most menswear brands used to only offer in-store alteration. Now, it has expanded to become a comprehensive bespoke service of sorts.
To him, customisation will eventually play a dominant role in menswear retail.
“There are thousands of the same design churned out at any one time, so being able to get a clothing piece personalised can be an added value in the eyes of a shopper,” he points out.
Siow first made his name in 2014 as a ready-to-wear designer, where he participated in big trade shows like Tranoi Paris. Five years after founding his label, he shut it down and opened a boutique tailoring suits instead.
“Even while selling ready-to-wear, I was getting queries from customers who wanted personalised designs. They said that they don’t want to be seen wearing the same clothes as another person – notably at social events,” he relates.
“I’ve never looked back. Business is a lot better now. Also, I enjoy the experience of being able to create something special for someone.”
Designers like Vincent Siow see the potential in services offering customised menswear. Photo: The Star/YAP CHEE HONG
Fashion houses are offering personalisation services with hopes of expanding the market segment of menswear. Photo: Gucci
Siow says everything in menswear can be customised. The only exception is probably knitwear, which according to him, can’t be changed much as knitted clothing are commercially produced using machines as one standard piece.
Even something small, like having your name stitched onto your clothing (which Siow offers, pictured on the cover), can make customers feel valued.
“I think another advantage of customisation is that it helps with sustainability. People tend to value their custom clothes more,” he shares.
“If you downsize your wardrobe, the first casualties would be the mass-produced items.”
Personalised designs in the form of couture is still a women’s purview – but even with that, big designers are waking up to the fact that gents can enjoy the service too.
The fact is, clothes are so much more than just something a person wears.
In an article about couture for men back in 2021, Women’s Wear Daily quoted designer duo, Domenico Dolce and Stefano Gabbana, as saying: “It is an intimate connection, almost a confession, through which we get to know the client and his world and he learns something new about himself.”
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A form of a luxury experience
Even leather jackets can be custom ordered these days, in addition to accessories for men like bags and shoes. Photo: The Jacket MakerFor menswear brands like Sacoor Brothers, complimentary in-store tailoring for off-the-rack purchases is viewed as a form of elevated service for customers.
“For men, in particular, the emphasis on achieving the right fit for clothing is often less prioritised than it is for women. Many men may not realise that having the correct sleeve or trouser length can make a significant difference not only to their appearance. but also to their comfort and confidence,” says Hugo Carrico, Sacoor Brothers’ CEO of South-East Asia.
He agrees that, like the fairer sex, guys are increasingly seeking customisation and a personalised experience.
“Having access to a high- quality garment that can be adjusted to your unique body, style, and personal preferences, means that each piece is now a true reflection of who you are and how you want to be perceived,” Carrico stresses.
“Tailoring lets our customers take ownership of their clothing, shaping each garment to not only fit their measurements but also enhance their personal style and confidence.
Carrico explains that if you were to take the same suit and put it on two people with distinct builds, styles, and personalities, it would look and feel completely different on each.
He gives the example of how blazers, coats, shirts, polos, trousers and more can be adjusted to the body and sleeves – such as narrowing the back, sides or sleeves, raising the garment’s height, and adjusting shoulders.
Men should consider different hem styles, waist adjustments, leg tapering, and reinforcements for durability. Zippers can also be changed, in addition to switching out other elements like pocket closures.
For visual aesthetics, monogramming can be done on shirts. There are options to change badge placements on polos, as well.
Carrico calls such customisations as “the luxury of being you”.
In all its different forms, personalisation does indeed transform an otherwise mass-produced design into a unique piece – and men are growing to love the service.
