Appeared In
Special Issue
Men'sWeek issue 05/30/2013

A new shirt brand is ready to enter Manhattan’s men’s wear fray.

This story first appeared in the May 30, 2013 issue of WWD. Subscribe Today.

ManuelRacim, a contemporary brand that produces made-to-measure shirts, will open its first retail store in TriBeCa on June 8.

The 400-square-foot unit, at 44 Hudson Street, is designed to evoke Twenties Paris and draws its inspiration from French interior designer Jean-Michel Frank. Customers will work with a personal style adviser who will help them choose from among 200 fabrics. They then use a digital touch-screen portal in the store to customize their shirts or shop from the company’s Web site. There are 20 collar choices and 15 button choices from which to choose. The order is submitted to a century-old atelier in the western region of France and filled within two weeks. The shirts retail for $125 to $295.

According to the Web site, “Your measurements are taken in person, and a design is conceived with our stylists to match your exact shape and aspired style. But make no mistake, age-old craftsmanship does not translate to antiquated pacing. Fitting is complete in 20 minutes or less, your ManuelRacim shirt is fabricated in no more than two weeks, and every design preference is stored in an online profile.”

Manuel Guardiola, president and cofounder of ManuelRacim, said, “After years of purchasing custom shirts in both Europe and America, we saw a void in the industry, and developed a nontraditional way to integrate both e-commerce and brick-and-mortar into our company foundation.”

The store is hosting a private reception at the store on Tuesday.

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