Proper Cloth

Overview

Proper Cloth is an American men's made-to-measure tailored clothing company that specializes in custom dress shirts, suits, jackets, trousers, chinos, and jeans. Founded on the principle of eliminating retail overhead to offer custom clothing at competitive prices, the company uses an online Smart Size survey to customize garments based on customer measurements and preferences. The brand positions itself as a modern luxury menswear company combining technology with personalized service, offering both direct-to-consumer online ordering and physical showroom experiences.

History

Proper Cloth was founded in 2008 by Seph Skeritt in New York City following the financial crisis, with the goal of making custom-fit dress shirts accessible online at affordable prices. The company's base price point was $89 in 2011. In 2019, the product line expanded to include custom suits, jackets, and trousers, followed by custom chinos, 5-pocket pants, and jeans in 2020. Physical retail expansion began in 2021 with a Fifth Avenue Manhattan showroom, with additional locations opening in Washington, D.C., and Chicago in 2025.

Product Lines

Manufacturing

Products are manufactured in Vietnam. The company operates as a designer and distributor, outsourcing production while maintaining quality control and customization through its online platform and design team.

Notable Products

• Smart Size Custom Dress Shirts - Flagship product using online survey technology to determine fit without in-person tailoring
• Custom Suits - Made-to-measure suiting launched in 2019 with full customization options
• Home Try-On Service - Program allowing customers to test garment fit before finalizing orders

Reputation

Proper Cloth is recognized for pioneering accessible custom menswear through technology and maintaining high quality standards. The brand is valued by customers for its combination of personalized fit, reasonable pricing relative to bespoke alternatives, and responsive customer service. The company has successfully positioned itself between mass-market retail and traditional bespoke tailoring, though it remains a niche player in the broader menswear market with limited brand recognition outside custom clothing enthusiasts.