Proper Cloth is an American direct-to-consumer custom shirtmaking brand founded in 2007 by Seph Skerritt in New York City. Proper Cloth digitised and democratised the bespoke men’s shirt: instead of visiting a shirtmaker and waiting weeks for fittings, customers complete an online questionnaire about their body measurements, fit preferences, and garment specifications, then receive a custom shirt made to those specifications from a network of partner factories. The brand has since expanded beyond shirts into suits, trousers, outerwear, and a broad range of custom garments, positioning itself as the accessible alternative to traditional bespoke tailoring for the modern professional.
Key Facts
- Founded: 2007
- Founder: Seph Skerritt
- Headquarters: New York City, USA
- Model: Online custom-made menswear (shirts, suits, trousers, outerwear)
- Industry: Custom Menswear, Direct-to-Consumer
Background and Approach
Skerritt founded Proper Cloth after experiencing the frustration of being tall and struggling to find off-the-rack shirts that fit well. The brand’s technology-driven approach — the Smart Size Fit Profile questionnaire, which collects detailed body measurements and fit preferences — allows the company to produce shirts that fit individual bodies rather than generic size categories. Over time, the platform has refined its fitting process based on customer feedback, and customers can save and adjust their size profile for future orders.
Products
Proper Cloth offers custom dress shirts and casual shirts in dozens of fabrics sourced from quality mills, alongside custom suits, trousers, chinos, outerwear coats, and accessories. Fabric options include Thomas Mason, Albini, and other respected Italian and European mills. The brand has a New York City showroom where customers can experience the product in person, as well as the full online service. Available exclusively through proper cloth’s own platform and showroom.
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