Reengineering the clothing industry: Having offered made-to-order clothing online for a decade, Son of a Tailor is now taking its fit expertise offline: by launching the brand’s first store in the center of its hometown Copenhagen. The new store offers a personal experience where customers can instantly achieve their perfect fit.
The Instant Fit Store offers a remarkable yet simple shopping experience with one goal: provide customers with perfect fit. Instantly. The first thing that meets you at Pilestræde 28 is a mirror – The SON Mirror. Essentially a screen and a camera, combining AI and image recognition technology, it measures your body in an instant.
The SON Mirror is integrated with Son of a Tailor’s extensive online fitting experience that has created unique sizes for more than 170,000 men. Building on these data points, the team has now engineered 24 sizes, significantly expanding the industry standard of six sizes from XS to XXL. With the SON Mirror, finding the right size is surprisingly smooth: simply step in front of it and the system will suggest the one of the 24 sizes that should provide you with the best fit. Put on the suggested size and with a simple gesture you can now pick from Son of a Tailor’s wide range of limited-edition and classic colors without having to change garments even once. Want to make alterations to your size? A Fit Consultant is there to assist in finding the fit that is just right for you.
Bestsellers are available to take home straight away. On top of that, you can explore Son of a Tailor’s range of sweatshirts, hoodies, and 3D-knitted sweaters in the store. To avoid overproduction, these items are made to order and once produced, shipped straight to you. The same goes for custom-sized items. Delivery times start from 7 days and all garments are made in Italy and Portugal, the majority in Son of a Tailor’s own production SON Supply in Northern Portugal.
“The new store is a natural extension of our continuous efforts to provide our customers with a personal fitting experience, offering high-quality garments that fit and last. This is while challenging the industry to eliminate its overproduction of clothing. Like everything else we do, it’s built on meeting actual customer needs” says co-founder and CEO of Son of a Tailor, Jess Fleischer.
The store comes on the back of Son of a Tailor’s long-term global growth, having helped more than 170,000 customers find their perfect fit. The brand is a certified B Corp and has recently launched its first third-party-verified Lifecycle Assessment (LCA) demonstrating that shifting to a made-to-order production method reduces the environmental impact of a Cotton T-Shirt by 25%. Son of a Tailor’s products and services globally hold a 4.7 at Trustpilot.com.
