Dive Brief:
- DTC activewear company Rhone is getting into made-to-measure apparel with the introduction of Custom Made by Rhone, according to the company.
- To obtain a custom fit, the brand uses a 3D apparel technology to capture the customer’s exact measurements.
- Shoppers can further customize Rhone’s button-down Cummuter Shirt by making decisions regarding the collar, cuffs, pocket and plackets. Additional personalized touches include selecting a quote for the interior bottom hem or a monogram.
Dive Insight:
Rhone is ready to take exact measurements.
“Standard sizing doesn’t work for everyone,” the company said in a statement, adding that they “wanted to make our revolutionary dress shirt available for as many people as possible.”
To make that happen, customers undergo a 3D body scan to ensure a tailored fit. The made-to-measure apparel is then created and delivered within two to three weeks.
Rhone is adding a tailoring option focused on its men’s dress shirts at a time when the lines between activewear and workwear are increasingly blurred. Competitors including Lululemon and Vuori offer items like polos and button-downs in addition to T-shirts and joggers. The move also comes following Rhone’s recent expansion into womenswear. The brand forecasts that revenue between its men’s and women’s apparel will eventually represent an even split.
Other DTC brands have focused on custom apparel over the years, specifically in the workwear space, while giving customers more options through product expansions. This spring, custom suiting brand Indochino launched its first ready-to-wear suit collection as a way to expand its assortment. Meanwhile, Billy Reid recently acquired Knot Standard’s DTC business and, as part of the arrangement, Knot Standard’s made-to-measure software was made available at all Billy Reid locations.
This spring, Rhone added Tess Roering to its board of directors. Roering was Athleta’s first head of marketing and was formerly the chief commercial officer of CorePower Yoga. Rhone concurrently added Jimmy Pitaro, chairman of ESPN, to the board.
In 2022, L Catterton sold its stake in the company to a group led by Rhone management and a selection of investors which included Charlotte Hornets co-owner Gabe Plotkin and former NFL quarterbacks Steve Young and Tim Tebow. An infusion of cash via a Series D round of financing allowed the deal to go through and also accelerated the apparel brand’s growth and enabled it to expand its physical retail footprint.
