Premium shirt and suit brand Herringbone has added a new component to its business in a bid to increase its customer base in Australia.
The brand, which was recently acquired by heritage German shirting brand Van Laack, has launched a Herringbone Made to Measure service this week to offer customers a taste of personalised tailoring.
The service is divided into two sections – Made to Measure shirting and Made to Measure suiting – which will see Herringbone clients presented with a variety of options when selecting detail and style for their garments.
These include mother-of-pearl buttons, contrast cross-stitching and a choice of over 150 fine fabrics. A distinctive range of collars, cuffs and personalised embroidery is also available.
The initial Made to Measure process, which requires an appointment with Herringbone’s trained tailors, takes four weeks, with all future shirts completed within an additional two weeks, as fitting details are kept on file to make re-ordering simple and efficient.
Herringbone brand manager Josh McNicol said the service was created in response to market demand, with an aim to increase the Herringbone following through the new offering.
“The Herringbone customer continually shows us that they have a love for small, sartorial details and being able to express their personal style, without seeing the same shirt on every other male within their city. So we knew that it was right to launch the Made to Measure experience in response to that,” he said.
“The importance of this launch is focusing on two key things – detail and accessibility; and I believe it will attract new customers who for a long time have had an expectation that Made to Measure is only for those who can afford the highest strata of fashion.”
McNicol added that while the brand is currently focused on supporting the launch of Made to Measure, there are plans to expand further in future.
“Within Australia we always hope to expand where possible, [and] we are lucky to partner with David Jones as our preferred department store, opening new sites in Waringah Mall (NSW), Chadstone (VIC) and Hay Street, Perth (WA) in the past 12 months. So we hope we are able to continue to expand within David Jones in the future, and we are also excited to be offering styles available on their new e-store in the coming season,” he said.
The Made to Measure Shirting starts at a price point of $179, with Made to Measure Suiting starting from $1395. Made to Measure shirting is now available nationally at all Herringbone stores while Made to Measure suiting is available by appointment in selected stores across the country.