Marcella shirts pop up in Melbourne
Custom shirtmakers are measuring up to take your order !
There’s nothing new about travelling tailors – those clever fellows who’ll arrive in town laden with great swathes of fabric, samples of buttons and styles, tape measure at the ready… jotting down their customer’s statistics and returning sometime later with perfectly-crafted garments… the concept has been around for many generations. Although nowadays you don’t actually have to meet a real person to order your custom-fit items – many websites invite you to measure yourself and submit details on-line, the handsomely-finished garment arriving by post within a few weeks….
There are now a few businesses using pop up to merge the convenience and economies of on-line / self design ordering with the traditional custom tailoring experience – they’ll set up store long enough to meet with customers, discuss styling options, measure the vitals and submit their orders. After that, the customer’s details and statistics are kept on file, ready for future (on-line) orders.The pop up concept is being applied successfully across North America by China-based Indochino, appearing for short stays in many major cities to measure and take orders on their custom-made suits, shirts and accessories (also pre-booking appointments for future dates via their website)
But how do you know what the item will actually look like ? Some websites – such as the iconic Shoes of Prey – will invite you to choose from menus of standard (and not-so-standard !) styles and options, using computer rendering technology to display your design – allowing you to view and approve the virtual item before committing to a purchase. Prices are often fantastically reasonable, and the unique order lands on your doorstep faster than a local tailor or shoe-maker could ever dream of…
Custom shirt makers Marcella have just opened a pop up store in the centre of Melbourne to introduce a unique service – keen to show how they “infuse technology with the art of tailoring” using their “revolutionary technology to ensure 100% precision and massive cost reduction”. As a pop-up offer, the first basic custom shirt order is just $39 (then $69 basic and $99 premium shirts, all custom made)
Where – Shop L310, Australia on Collins, 260 Collins Street Melbourne
When – 1st to 14th May
Featured image : Marcella Pop Up
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