Episode 34 / Building Tools Right the First Time
Listen via iTunes / Google Play / MP3

“We’re trying to figure out where our biggest weaknesses are, where our biggest opportunities lie, and not get so excited about one thing so that we lose track of the others.”

In 2008, the idea of online custom dress shirts was as foreign as some of the locales in Proper Cloth’s recent lookbooks. Direct-to-consumer brands were just starting to emerge and funding for an online, bespoke shirt brand was limited. Those early days taught Proper Cloth founder Seph Skeritt to think systematically.

From the beginning, Seph used technology to guide big decisions for the brand. But even while building the software, Seph and his small team would alternate weekends, fitting clientele in their showroom. They used fittings as opportunities to gather data points and refine their platform. 

Ten years later, their growth is still as calculated as ever. They're continuously improving their style quiz for a seamless fit while scaling a methodical supply chain and diversifying their catalog for a complete menswear experience.

In this episode, Seph shares his bootstrapping experience, why Proper Cloth is building their tools in-house, how they're experimenting with marketing, and what’s in store for the future.

Follow Seph on Twitter and get custom-fitted by taking the Smart Sizes quiz for yourself.

Also mentioned on the show:

Header photo via Seph Skeritt.

You can find this and all future episodes on iTunesGoogle Play, and here on the Lumi blog. This episode was edited by Evan Goodchild.

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