Indochino

Indochino is a company specialising in custom-made menswear, offering a wide range of personalised clothing, including suits, shirts, chinos, blazers, and overcoats. Customers can design their garments by selecting from hundreds of fabrics and numerous customisation options such as lapels, pockets, buttons, linings, and monograms. These items are made to precise measurements and delivered directly to the customer, typically within three weeks.

The brand aims to provide a premium made-to-measure experience at ready-to-wear prices, making custom clothing more accessible.

Indochino operates both online and through over 80 showrooms across North America, allowing customers to either measure themselves at home or get professionally measured in-store.

Short history of Indochino

Indochino is a made-to-measure menswear and womenswear retailer founded in 2007 by Canadian business students Kyle Vucko and Heikal Gani at the University of Victoria.

The company was created out of frustration with the difficulty and expense of obtaining well-fitted custom suits, aiming to offer premium, personalised suiting at accessible prices by selling directly to consumers online.

The brand was among the first web-only retailers to expand into physical retail, initially through pop-up shops and later permanent showrooms across North America and Australia. By 2021, it operated around 80 showrooms and had partnered with Nordstrom to open custom apparel “stores-within-a-store”. The company’s history is marked by continuous refinement and responsiveness to customer feedback, distinguishing itself from traditional menswear brands rooted in long-standing, unchanging practices.

Indochino has grown to become a global leader in online custom suits, serving over 100,000 customers in more than 50 countries, and has raised substantial venture capital funding to support its growth.

In recent years, Indochino has expanded its product offerings to include casual wear and outerwear and launched its first ready-to-wear suit collection as part of a broader strategy to diversify its assortment.

What is Indochino all about?

Indochino’s business model centres on allowing customers to design their own garments by choosing from hundreds of fabrics and customisation options such as lapels, pockets, buttons, linings, and monograms.

Customers provide their measurements either online or in person at one of Indochino’s showrooms, and the suits are then made to measure and shipped directly to their door, typically within two to three weeks.

Production involves sourcing wool from Australia, milling in Italy, and manufacturing in Shanghai, China. Indochino convinced traditional large-scale suit factories to adopt a “mass customisation” model, producing one custom suit every 1-2 days, enabling cost efficiencies that allow the company to price suits significantly lower than traditional bespoke tailors.

The brand’s core purpose centres on customer inspiration, innovation, and collaboration to disrupt the retail and e-commerce sectors with a customer-first approach.

The company aims to revolutionise men’s fashion by combining innovative technology with meticulous craftsmanship to deliver perfectly fitted, personalised garments at ready-to-wear prices.

What do they have to offer?

Indochino offers a broad product range focused on custom-made menswear, primarily emphasising suits but also including other apparel and accessories.

Custom-made-to-measure suits are Indochino’s core product, available in various styles including wedding suits, everyday suits, tuxedos, summer suits, and fall/winter suits.

There’s a wide selection of fabrics, including standard colours like grey, black, and navy, as well as stretch fabrics, plaids, checks, cotton, linen, and richly textured weaves.

Indochino also offers custom dress shirts and chinos. Their chinos, branded as “INDOchinos,” are made from 100% cotton, available in 12 colours. These pants are designed to provide a fitted, comfortable, and stylish alternative to off-the-rack chinos.

The outerwear collection includes overcoats, trench coats, mac coats, and raincoats, all customisable and tailored to individual measurements.

All products emphasise made-to-measure customisation with a focus on affordability and modern style. The design includes options for booking virtual or in-person style consultations, reflecting a hybrid approach to customer service that blends online convenience with personalised support.

What is the user experience like?

Indochino’s site design focuses on a clean, modern, and user-friendly experience tailored to showcasing custom men’s suits and apparel.

The homepage highlights promotional offers prominently, such as discounts on blue suits and shirt bundles, encouraging users to explore popular categories immediately.

The navigation is straightforward, with clear links to collections like suits, shirts, accessories, and custom suit design tools.

Each product page presents detailed descriptions of fabric, fit, and construction quality, often highlighting special features like cashmere blends or stretch fabrics for comfort.

Indochino offers an interactive design-your-own-suit feature where customers can personalise every detail of their suit, from fabric and lining to buttons and lapels. This customisation process is visually guided and emphasises the uniqueness of each garment, with all options included in the suit price.

Indochino maintains an active and strategic presence on Instagram, Twitter, Facebook, and LinkedIn, focusing on content tailored to each platform and leveraging influencer culture to enhance their reach and brand impact.

What are the prices like?

Indochino is known for offering custom-made suits whose pricing is competitive for custom suits, especially during sales, making them a popular choice for quality, tailored clothing at a reasonable price point.

Typically, Indochino suits are priced around $800 at full price. However, during sales, they can be found for significantly less, often between $300 and $400. This makes them an attractive option for those seeking affordable, high-quality custom suits.

In addition to suits, Indochino offers custom chinos starting at an introductory price of $79, with various customisation options available.

What are their shipping options?

Indochino currently ships to Australia, Canada, and the United States.  Orders are typically shipped within 7-10 days from the production facility, and delivery takes an additional 7-10 business days, resulting in an overall timeline of 2-3 weeks from purchase. Free shipping is available on orders over $599. For orders below the free shipping threshold, a flat rate of $19 applies. Indochino uses DHL as its shipping partner, providing top-quality service for packages, and customers receive tracking information via email once their order ships.

Indochino ships internationally except for some countries mentioned below. Shipping cost and delivery timeframe will be calculated at checkout.

Conclusion!

Indochino offers an affordable entry point into custom menswear with a wide selection and personalisation, appealing to individuals who desire tailored clothing without the high cost of traditional bespoke tailoring.

The site features sleek product visuals, easy navigation, and a comprehensive customisation workflow to deliver a premium shopping experience for men seeking made-to-measure suits.

Indochino represents a strong choice for customisable menswear, balancing quality and price effectively, especially if you are willing to invest some time in fittings and potential alterations.

However, customers should expect some variability in fit and occasional quality concerns, and it’s advisable to visit a showroom for the best experience.