Walk down any city block, and you’ll see it: men dressed just a little sharper than they used to. It’s subtle — slightly shorter cuffs, a cleaner silhouette, a lapel that curves just so. And if you ask them where they got it? Odds are, they’ll name a tailor, not a mall.
Custom tailoring, once seen as a luxury reserved for Wall Street veterans or red-carpet regulars, is making a comeback — and this time, it’s middle America that’s buying in.
The shift has been quiet but steady. According to a 2024 report by the American Apparel Council, made-to-measure suit sales have risen 23% year-over-year, with online bookings for fittings tripling since the pandemic. Tailors from Detroit to Dallas are seeing increased demand from men in their 20s and 30s, a demographic long thought loyal only to off-the-rack.
So, what changed?
A post-pandemic pivot to personal expression
“When we came out of lockdown, a lot of guys opened their closets and realized everything they owned was either for work or completely casual — nothing that truly reflected them,” says Marcus Hall, owner of Hall & Oak, a bespoke tailoring shop in Chicago. “They didn’t just want another navy suit. They wanted something that felt like them.”
Enter Custom Suits: fitted exactly to your body, designed to reflect your style, and delivered with a sense of personal pride. The rise of remote work also meant that when men do dress up, they want to make it count. That’s led to more thoughtful choices — finer fabrics, bolder linings, functional buttonholes, and details once reserved for Savile Row.
Tech has also played a part. Mobile tailoring units, virtual consultations, and AI-powered measuring tools have removed many of the logistical barriers. And with social media showcasing influencers, groomsmen, and even sports stars flaunting their custom fits, the look is no longer niche — it’s aspirational.
Love, actually… drives the biggest boom
Nowhere is the trend more visible than in the wedding industry. Tailors across the country report that 2024 was a record-breaking year for groom and groomsmen fittings.
“We used to see wedding parties come in two months before the big day. Now they’re reaching out six months in advance, asking about fabric swatches and lapel styles,” says Andrea Liu, lead stylist at TailorHaus in Los Angeles. “Grooms want to feel just as special as the bride — and that starts with what they’re wearing.”
Indeed, Wedding Suits have evolved far beyond the basic tux rental. Think cream linen for beach ceremonies, dark green velvet for winter weddings, or deep burgundy double-breasted jackets that wouldn’t look out of place in a Bond film. Customization doesn’t just elevate the groom — it makes every photo timeless.
Not just fashion — a mindset
Custom isn’t about showing off. For many, it’s about taking ownership of how they present themselves to the world. In a culture where so much is automated, standardized, or templated, there’s something powerful in saying, “This was made for me.”
That’s why tailors aren’t worried about trends fading. If anything, they expect growth.
“We’re not selling suits,” Hall adds. “We’re selling confidence. And that never goes out of style.”
