Performance Lifestyle Brand Rhone Is Getting Into the Made-to-measure Business

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Custom Made by Rhone will use 3D technology to create a pattern for men's shirts that will be sent to customers in two weeks.

, said the idea came about as a result of the company’s success with athleisure product, notably its Commuter collection, which is made from four-way stretch fabrics in silhouettes that are appropriate for the office or the golf course.

“Our customer expects the best and they’re choosing between us and benchmade tailored clothing, which is quite the compliment,” Checketts said. “If we can make this work, we can reinvent the dress shirt like we did with the Commuter product.” The digital pattern is then sent to a manufacturer — Checketts declined to name the company but said it was the largest made-to-measure shirt factory in the world — and create from Rhone’s Commuter collection fabric. Once completed, the finished product is shipped directly to the customer in around two weeks. “It’s a seamless experience. The shirts don’t have to be dry cleaned and they don’t break the bank,” he added.

Initially, the technology will only be available in most Rhone stores — the company has 15 units around the country, but two are too small to accommodate the service, which is set up in a dressing room at the stores.

 

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