Freemans Sporting Club has introduced a made-to-order service online.
The men’s wear retailer, which also operates a New York restaurant and barbershop, is making its made-to-order program available to customers outside of New York.
“We’ve been selling made-to-measure ready-to-wear and bespoke suits in New York City for over 10 years, and we have developed a loyal customer base in the Tristate area and on the West Coast. But we have inquiries from people all the time in the Midwest and the South who want to get involved in the Freemans suiting experience, but unless we do trunk shows in those cities it’s difficult to do that,” said Kent Kilroe, managing director and co-owner of Freemans.
The online service, which launched this month, allows customers to use their measurements to choose from existing suit silhouettes, a curated selection of fabrics and different details. The service starts at $1,165 for suits and $850 for sport coats. Turnaround time for each suit, which is made in the U.S., is four to six weeks.
According to Kilroe, when it comes to tailored clothing, today’s customers want more control and value when purchasing from the category.
“Customers are a lot more savvy and the rules of dressing have changed,” Kilroe said. “When we started out in 2005 we had a tailored clothing line and a sportswear line, and at the time those customers were very different. But fast forward to today and there isn’t really so much of a line of demarcation between tailored clothing and sportswear. It’s kind of all mashed together.”
Kilroe told WWD that in 2013 tailored clothing made up 40 percent of Freemans sales with sportswear at 60 percent, but now that percentage has flipped.
“If a guy is going to spend $1,000 or $1,200 on a suit, he wants to know that he can wear the jacket separately from the pants or with jeans. The lines are fuzzier. It’s great because it means you have more opportunity as a brand to sell tailored clothing to more people. But in conjunction with that you have to be more creative and nimble in terms of how you do it,” Kilroe said.
Freemans Sporting Club operates a store in New York and two stores in Japan. The San Francisco store closed because the leaseholder wanted to expand its business, but Kilroe said the brand is looking for a space on the West Coast that can accommodate its retail and barbershop concept.
In 2014 the brand opened shop-in-shops within Bloomingdale’s 59th Street and San Francisco locations, but Kilroe said that relationship recently ended.