Shoppers seeking custom fits over mainstream fashion driving retail revolution

Shoppers opting for custom fit clothing over cookie-cutter fast fashion are driving a retail revolution away from mainstream retailers to bespoke Melbourne businesses.

Among the new wave of bespoke fashion players. Picture: Tony Gough

A retail revolution is underway as more consumers seek out bespoke and customised clothing over the fast fashion of mainstream retailers.

Fashion experts say there is significant growth in bespoke businesses as consumers turn away from fast fashion in favour of better fitting, unique clothing and sustainable and environmentally friendly wardrobe choices.

Dejour Jeans in Brunswick has been a bespoke institution in Melbourne for more than 30 years, but manager Jasmine Alavuk says popularity has grown over the past five years.

Offering jeans of all fits and sizes, Dejour tailors cater each garment to the customers liking.

“Over the past two days in particular there have been lines out the door,” Ms Alavuk said.

“People can’t find jeans anywhere that fit, so they come to us because we do our best to cater for every body type and every shape at an affordable price.”

Ms Alavuk says the business offers free alterations to minimise clothing wastage and provide quality service.

“By offering alterations it increases the longevity of the garment, which we think more conscious shoppers appreciate,” she said.

Director of social media advising company EightChairs, Marcus Willis, said the rise of social media has also seen consumers embrace bespoke and vintage clothing to diversify their image.

“I think there’s so much access to information and photos which highlight similarities,” Mr Willis said.

“This ultimately drives people to want to be different.”

Fashion Council Australia chief David Giles-Kaye said the rise in bespoke tailoring is no surprise with people looking for more than cookie-cutter options.

“There has been a rise in bespoke fashion, driven by consumers looking for something different, by consumers wanting higher quality and better fitting clothes, and by new manufacturing techniques that make it possible,” Mr Giles-Kaye said.

Among the new wave of fashion players catering for bespoke business are Effie Kats, Material By Product, Geoff Lee from Saibu No Akuma and Carl Navè.

Kats, 29, who has had her designs worn by celebrities including Kelly Rowland, Havana Brown and Moana Hope says that customers are becoming more conscious of their fashion choices.

“People are waking up,” she said.

“Customers definitely know about the amount of waste that fast fashion produces.”

“Sustainability is something that is so important on so many levels, which is why I try to minimise waste when designing personalised pieces,” Ms Kats said.

Effie Kats measures up customer Reyan Saeed at her Coburg shop. Picture: Tony Gough

Kats said bespoke designers are also catering to a growing number of male and female consumers who are frustrated with the ill-fitting and mass-produced clothing available in both high street and high end retailers.

“I wanted to create a brand where women can feel amazing,” she said

“You transform when you wear something you feel confident in and I wanted to give that power to women.”

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Long term client Mille Stevens, 27, says she started having her clothes custom made by Kats a year ago because she struggled to find pieces in retailers that fit properly.

“Effie tailors to my body and all the garments are made to fit my exact measurements,” Ms Stevens said.

“It’s hard for me to find clothes that fit my body shape without having to get them altered after buy them.”

Ms Stevens says the bespoke clothing experience is more pleasurable than shopping in mainstream retailers.

“It’s so much fun,” she said.

“There is really nothing like it.”

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