The New Level Of Bespoke Experience

Raymond’s by-appointment-only bespoke Atelier in Mumbai takes the concept of made-to-measure to the next level. From suits to chinos, jeans and cufflinks, you can customize and personalize almost everything in a man’s ardrobe here.

- Aastika Marwaha

There is a reason why Raymond has survived and prospered as a men’s clothing brand for nearly 100 years (it was set up in 1925). No other major Indian apparel brand would come even close. The difference is that Raymond understands and adapts itself to the changes in men’s taste and fashion preferences much faster than anyone else. Nearly a decade ago when the brand launched a string of made-to-measure (MTM) stores in major cities there were many who dismissed the eort as a waste of expensive real estate. The thinking was that the middle class customer in India was still not ready for personalization. Raymond was again prove right. The MTM stores were a runaway success, and within a few years every other major men’s brand was marketing their own version of it.

Few months ago Raymond took the first step in taking its MTM experience to a new level with an expansive and stunningly appointed bespoke Atelier adjacent to its flagship store on Mumbai’s Breach Candy. From making a Rs 10 lakh per metre vicuna fabrics suit to a sherwani or a personalized cu†ink you can get almost anything and everything that is part of a man’s wardrobe done here. “Raymond stands for value for money, and this Atelier is a different experience in itself,” says Gautam Singhania, Chairman, Raymond Group. Adds Gaurav Mahajan, President of Raymond’s apparel division, “There are a large number of people, starting with the chairman itself, who get out of bed every morning thinking about how to take the products to the next level. This Atelier is a result of that thinking. The idea was to create a retail environment, which was as exclusive and as superlative as the product itself.”