The Latest Men's Fashion Trends: Made To Measure

A custom fit is key for the new-age Indian man, who doesn’t mind shelling out the extra bucks on a unique, personalised wardrobe. 

- Shweta Mehta Sen

In 2011, Raymond boldly went where no Indian brand had dared to — it entered the made-to-measure market for suits, and in doing so, created a category for itself. Until then, the tailoring segment for men’s suits and occasion wear had been divided into roughly two categories. There were the home-grown stores, like Kachins, Syed Bawkher & Co, Darzi and more. Then there was the luxury category, which presently boasts of an impressive roster of brands offering made-to-measure — Giorgio Armani, Canali, Ermenegildo Zegna and Corneliani, to name a few.

It might have taken Raymond some time to convince the average Indian to spend that extra money on the perfect suit, but five years on, it’s safe to say that it’s become a habit. “People who have an innate sense of individualistic style and a discerning taste of fashion come to us. For them, fit comes first and holds prime importance. People who have an eye for detail and look for finesse in every piece they purchase are our loyalists,” says Ramesh Sharma, Business Head, Made To Measure, Raymond Limited.

The success of Raymond’s Made to Measure segment is evidenced by its rapid expansion. At present count, it is offered at 100 stores in 26 cities, and its product range has increased too. They’ve gone beyond formal suits and bandhgalas to include regular, slim and knitted ties, chic Italian cufflinks, a range of pure silk pocket squares, Pima cotton socks, silk and velvet handpicked bowties and other accessories.