Indochino

Origin and history

Indochino is a brand specializing in made-to-measure menswear that originated in Vancouver, Canada. The company was founded in the early 21st century, specifically during the late 2000s, as part of a wave of direct-to-consumer online apparel businesses. Its founding concept centered on disrupting the traditional tailored clothing market by offering custom garments online at a more accessible price point. The brand initially operated exclusively through its e-commerce platform, requiring customers to submit their own measurements. To address fit issues common with self-measurement, Indochino later expanded its model to include physical retail showrooms where stylists could take professional measurements. This hybrid approach of online ordering supported by physical fitting locations became a defining characteristic of its operational strategy.

What it is for

Indochino produces made-to-measure suits, blazers, trousers, and dress shirts intended for formal and business occasions. The primary purpose of its garments is to provide a tailored fit without the cost and complexity typically associated with bespoke tailoring from a traditional brick-and-mortar tailor. These clothes are designed for events such as weddings, business meetings, interviews, and other situations requiring a polished, professional appearance. The brand's model allows for a degree of personalization in fabric selection, lapel style, button count, and lining choices. While the fabrics and constructions vary, the garments are generally intended for standard indoor, climate-controlled environments like offices or ceremony venues. The brand is not specifically engineered for extreme temperature performance, focusing instead on the aesthetic and fit for conventional social and professional settings.

Pros and cons

A significant advantage of Indochino is its price accessibility, offering a structured alternative to off-the-rack suits with the promise of a personalized fit. The process provides more customization options than typical retail suits, allowing for personal expression through fabric and detail choices. The expansion into physical showrooms with trained stylists has mitigated, though not eliminated, the historical fit problems associated with its early self-measurement model. A common con is that the final fit can still be inconsistent, sometimes requiring one or more rounds of alterations after the garment arrives, which delays use and can incur additional costs or frustration. Customers with non-standard body proportions or those who are particularly fit-sensitive often report a higher rate of dissatisfaction, as the made-to-measure process may not capture nuances as effectively as true bespoke tailoring. Some users regret choosing Indochino when they have an imminent, high-stakes event with no time for remakes, as the process inherently carries a risk of initial fit failure.

Who it suits

Indochino suits individuals seeking a step up from department store or fast-fashion suits who are willing to navigate a measured process for a better fit. It is a practical option for those needing a foundational business wardrobe or a suit for a specific occasion like a wedding, where standard sizes are insufficient but a full bespoke budget is not available. The brand often works well for people with relatively standard body types who can provide accurate measurements, either themselves or with the aid of a showroom stylist. It is less ideal for individuals with significant postural asymmetries, very broad shoulders relative to waist, or other pronounced fit challenges that typically require a tailor's direct, iterative intervention. The brand also appeals to value-conscious consumers who prioritize cost-effective customization over the highest levels of craftsmanship or luxury fabric provenance. It is generally not recommended for those seeking heirloom-quality garments or for environments requiring specialized technical performance fabrics.