A Chat with Alberto Gil, Co-Founders and E-commerce Expert at Hockerty

Hockerty is the global benchmark in personalised menswear, standing out for democratising bespoke suits through a 100% digital experience. Its offering shines by combining cutting-edge technology — such as its AI measurement estimator — with artisanal tailoring that allows every detail to be personalised, from the lapels to the lining.

With a focus on sustainability (they produce only on demand to avoid waste) and enviable logistics, they have made the luxury of classic tailoring accessible, fast and perfectly tailored to any body type.

How did you come up with the idea for the company?

Back in 2008, we had an interesting experience getting a garment tailor-made in Shanghai. The level of personalisation and fit was impressive, but you had to travel there. We saw a clear opportunity: to build a service that would allow customers globally to design their own custom-fit suits and shirts, delivered quickly and affordably. The idea was to democratise bespoke tailoring by leveraging technology.

Tell us about your core product or service

While our roots are in formalwear—a category where made-to-measure is most naturally understood—our core product is really the value proposition of perfect fit and total customisation. We champion the idea that made-to-measure shouldn’t stop at a suit jacket. It should extend to every single piece of clothing you wear in your daily life. That’s why we’ve developed and launched custom products in diverse categories, including casual jackets, jeans, chinos, and even personalised sneakers.

What most excites you about the fashion industry?

The most exciting element for me is the ability to apply technology to the industry. This application of tech is what truly allows us to fulfill our mission: bringing endless fashion possibilities to our customers. Our innovations, from the work of our product designers to our proprietary body profile tool, ensure that you can design any garment you want, and we can guarantee it fits you perfectly, all without the customer ever needing to pick up a measuring tape. Technology is the engine of personalization and accessibility in fashion.

What has been the biggest challenge you’ve had to overcome along the way?

After 17 years, we’ve faced many challenges, but certainly, COVID-19 was one of the most significant. The pandemic required us to diversify our production facilities rapidly. It was an extremely challenging period, it tested our resilience and ultimately made our supply chain more robust.

On the other hand, the everyday challenge is to match offer and demand and build a sustainable business.

What is your number one piece of advice to aspiring entrepreneurs?

Be brutally realistic in your business plan and market analysis. Don’t fall into the trap of wishful thinking. Avoid fooling yourself into believing a market exists purely because you want it to. A data-driven assessment of the opportunity is vital before you take any leap.

What can we hope to see from Hockerty in the future?

You can expect to see us continue to evolve our technology in fashion, further streamlining the customization and fit experience. We will also be expanding our product categories to cover even more of your wardrobe. Finally, we are actively exploring an increased retail presence to bring the unique made-to-measure experience into the real world.