Proper Cloth
{{Orphan|date=December 2024}}
{{Infobox company
| name = Proper Cloth
| logo_size = 250px
| type = Private
| industry =
| foundation = {{start date and age|2008}} in United States
| founders = Seph Skeritt
| location = New York City
| products = Dress shirts
| revenue =
| parent =
| homepage = {{url|http://propercloth.co/}}
}}Proper Cloth (stylized in all caps) is an American men's custom dress shirt company. The company was founded in 2008 in New York City with manufacturing based in Vietnam.
Founding
The company was founded in New York City in the aftermath of the 2008 financial crisis with founder Seph Skeritt believing that by "eliminating retail overhead" the company could offer custom clothing at similar costs to off-the-rack.{{Cite news |last=Buskirk |first=Eliot Van |title=Startups Rise From Wreckage of NYC's Financial System |url=https://www.wired.com/2009/10/startups-rise-from-the-wreckage-of-new-yorks-financial-system/ |access-date=2024-10-29 |work=Wired |language=en-US |issn=1059-1028}} The company's base price in 2011 was $89.{{Cite news |last=Colman |first=David |date=2011-01-11 |title=The Circle of White |url=https://www.nytimes.com/2011/01/13/fashion/13TRADE.html |work=New York Times}}
Products
Proper Cloth is known for offering custom clothing through its Smart Size survey, physical showrooms (USA), wide array of standard sizes, and Home Try-On garments. {{Cite web |date=2024-06-10 |title=25 Shirts That Belong in Every Man's Summer Wardrobe |url=https://www.townandcountrymag.com/style/mens-fashion/g816/mens-summer-shirts/ |access-date=2024-10-29 |website=Town & Country |language=en-US}} The company claims its "Smart Sizes" online survey allows users to receive "expertly tailored shirts" without visiting a tailor.{{Cite news |last=Zax |first=David |date=2010-12-10 |title=Smart Sizes Nudge Lazy Men Towards Stylishness |url=https://www.fastcompany.com/1694435/smart-sizes-nudge-lazy-men-towards-stylishness |work=Fast Company}} It customizes customer's clothing sizes based on their reported physical attributes, preferences, and demographics. {{Cite news |last=Velasquez-Manoff |first=Moises |title=Can a Dress Shirt Be Racist? {{!}} Backchannel |url=https://www.wired.com/2016/03/can-a-dress-shirt-be-racist/ |access-date=2024-10-29 |work=Wired |language=en-US |issn=1059-1028}} However, the New York Times described the results as "sew disappointing" following a trial.{{Cite news |date=2023-10-11 |title=We Tested Three Online Custom Tailors, and the Results Were Sew Disappointing |url=https://www.nytimes.com/wirecutter/reviews/online-custom-tailors-review/ |access-date=2024-10-29 |work=The New York Times |language=en-US |issn=0362-4331}}
Its most popular item is the Supima cotton and spandex non-iron stretch shirt in white.{{Cite web |last=Freed |first=Jeremy |date=2024-08-26 |title=The Five Dress Shirts Every Man Should Own, According to Expert Tailors |url=https://www.gq.com/story/ask-a-tailor-dress-shirts |access-date=2024-10-29 |website=GQ |language=en-US}} Items are manufactured in Vietnam.{{Cite news |last=Tonti |first=Lucianne |date=2022-07-08 |title='Not one shirt had ever fit them right': the rise of individualised fashion |url=https://www.theguardian.com/fashion/2022/jul/09/not-one-shirt-had-ever-fit-them-right-the-rise-of-individualised-fashion?utm_source=Tech+Packs+Co&utm_campaign=9ceaca5332-EMAIL_CAMPAIGN_2022_08_06_06_06&utm_medium=email& |access-date=2024-10-29 |work=The Guardian |language=en-GB |issn=0261-3077}}