InStitchu began life in a humble showroom above a cafe in Sydney in 2011. The menswear brand has since expanded into a fully-fledged online service with eight showrooms across Australia, New Zealand and the US. Now, Adelaide makes nine.
The new store, which opens on Flinders Street on April 30, will deliver a personalised approach to men’s fashion with custom-tailored suits, shirts, vests and more. Clients can also choose from a selection of pocket squares, ties, Italian leather shoes and cufflinks to complete their look.
Founders Robin McGowan and James Wakefield wanted to fill a gap in the menswear department with an affordable and personalised approach to corporate wear.
“We were just two young guys fresh out of university entering the banking and property world and quickly realised there wasn’t much on offer in the way of quality, custom-made suits at an accessible price point,” says McGowan.
Not content with settling, the pair started testing the market by offering custom-made suits to friends and family. Years on, InStitchu has weathered an often-unforgiving market to carve out its own space.
For the founders, quality and fit are at the forefront of their designs. “All our core-range fabrics are made from Australian merino wool. So the suits are ethically made and support the local industry beyond our own brand,” says McGowan.
Service is key, too. “When you go into an InStitchu store you can expect a really dedicated one-on-one approach,” says McGowan. “It’s about the traditional experience of choosing your materials, getting fitted, putting a truly individual look together and doing it all while enjoying a beer or whisky.” Expect some serious old-world charm.
“Recognising the need to cater to individual personalities and styles has been key to our success,” says McGowan. “We have really listened to what our customer has wanted from day one and have ensured that they are included in the design process.”
For dapper locals this will mean booking a lunchtime appointment, taking the time to put together a truly customised look with a personal stylist and being involved with the design process from start to finish.