NAME: Acustom Apparel
This story first appeared in the April 17, 2014 issue of WWD. Subscribe Today.
HISTORY: Jamal Motlagh had never been able to find a pair of jeans that fit him properly. When he was talking to friends at Harvard Business School, they all felt the same way. It was that frustration that in 2011 led Motlagh and his business partner Charles Tse to launch Acustom Apparel, a bespoke men’s apparel brand that uses 3-D measurement technology to create everything from jeans and overcoats to suits and dress shirts. Using a proprietary “digital bespoke” process, a scanner collects 200,000 data points on a body in three seconds and creates a pattern for each individual customer. The company opened an 1,100-square-foot store in SoHo in New York last fall and was awarded the Best Fashion Startup award at the Fashion 2.0 awards in March.
NICHE: “We want to democratize custom clothing,” Motlagh said. “And we’re trying to build the first lifestyle custom-clothing brand so we can be a one-stop shop for the modern man.”
KEY ITEMS: Jeans, suits, shirts, shorts, chinos and outerwear
PRICE POINTS: Jeans are $225, suits average $897, chinos and dress shirts are $150, shorts are $100, polos are $69, ties are $79 to $89 and coats are $850. Once a pattern has been created, prices go down for repeat customers.
COMPETITION: Hugo Boss, Suitsupply, Ralph Lauren Blue and Black Label and J. Lindeberg, all of whom have similar pricing, according to Motlagh.