Wool Reimagined
WITH SON OF A TAILOR
When you think of wool, a few things come to mind — knitted jumpers, woolly scarves, a warm throw — but a summer tee? Probably not. However, Copenhagen-based start-up Son Of A Tailor is breaking barriers and reimagining the way men approach their wardrobe basics, elevating it with an innovative made-to-order process that delivers high-tech custom garments with sustainable production.
Since 2014, Son Of A Tailor has built a loyal following by bringing the essential tee into the digital era. The bespoke process starts online and is as simple as answering a few questions on the site's sleek interface (entering your height, weight, age and shoe size) and letting the algorithm automatically do the heavy lifting. Each garment can be further customised depending on the style you want, think a wider neckline or longer sleeves, it's all made intuitively easy with a few additional inputs.
The measurements are then shipped off to their production facility in Portugal where it is carefully knitted, cut and sewn together. The incredibly efficient process takes about two weeks from start to finish and is made possible by the brand's full control over its supply and production chain, resulting in a great fitting tee with little to no wastage. Sustainability is at the heart of the brand's ethos:
“We don’t mass produce, we make every garment to order. We don’t have stock or warehouses of unsold clothes. If a garment is not needed, it doesn’t get made.”
Here, I opted for the 135g black merino wool tee created by its Ideal Size algorithm. The soft and luxurious feel of the wool comes from the process of removing the scale structure of the merino fibre and using extraordinarily 'superfine' fibres measuring 17.5 microns. Developed by Son Of A Tailor, the wool tee is not only supremely comfortable, its moisture-wicking and thermal regulating properties make it an ideal essential all year round. Simply put, it’s an ingenious piece of garment engineering.
Son Of A Tailor’s unique approach to bespoke menswear is what makes it so appealing, delivering perfectly fitting garments with an ultra-efficient business model that eliminates overproduction and extreme waste associated with mass manufacturing. It’s refreshing to see a brand pursue sustainability not as a barrier, but as an inspiration for innovation — demonstrating to others what responsible production can truly look like.
ADDITIONAL READING
