Custom menswear start-up expanding in U.S.

Hot on the heels of its first U.S. store, Surmesur, a made-to-measure online men’s clothing retailer, has brought its original custom menswear concept to Chicago.



The Chicago store is the eighth for the custom menswear retailer and the second outside Canada's borders, with the recent opening of a store in Pittsburgh.



"We've had Chicago in our sights for a long time," said François Thériault, who, with his brother, Vincent, co-founded Surmesur in Québec City, Canada.



The brand looks to “democratize” made-to-measure menswear by making it accessible to everyone, offering men a customized shopping experience in an unpretentious environment. The Surmesur experience starts with a four-step process: the selection of fabrics, followed by the selection of options from collars to cuffs to buttons and more, the taking of measurements by the company's measurement specialists, and finally, the fitting.



The company combines traditional tailoring with technological innovation, as clients who open an account get access to The Studio, an online creation program that allows them to design their made-to-measure suits and shirts and to view the finished product before placing their order, all from home.