The men’s made-to-measure brand got its start creating shirts in 2008 but tailored clothing now accounts for 40 percent of the business.

The men’s made-to-measure company has revamped and enlarged its SoHo showroom to better reflect its current business. While the space is only 10 percent bigger, the redesign has increased the number of fitting stations from four to six, allowing more customers to be serviced at the same time.

That’s one of the primary differentiators of Proper Cloth, according to its founder Seph Skerritt. He launched the brand in 2008 to create custom shirts online using a proprietary prediction algorithm and 3D visualization tools. Over the years, the company expanded its offering to tailored clothing, chinos, jeans and other more casual products.

In 2013, it opened its first showroom in SoHo in New York, followed by units in Washington, D.C., and Chicago. The brand has also had a showroom on Fifth Avenue in New York since 2021, where it also offers six fitting stations.

Several years ago there was an influx of online made-to-measure men’s brands such as Knot Standard and Indochino. Not all of them have survived and Skerritt believes it’s due in part to the fact that when they opened showrooms, these retail locations were too small to make a significant impact.

“If you can only service one or two customers at a time, it’s hard to have an efficient operation if you can only touch eight customers a day,” he said.

So to better position Proper Cloth for growth, he expanded the footprint at 495 Broadway in SoHo, where the business has operated since 2016.

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