I should start by saying that I was a happy Indochino customer for years. They enabled me to afford some of the best-fitting suits I’ve ever worn and suits that rival far more expensive premium brands. I get compliments every single time I wear one of their suits or jackets.

This “fantasy rebrand” is an effort to raise the bar for the first company to put made-to-measure into the hands of men who – until Indochino – could never afford it. I think Indochino is great, but I think it could be amazing. The challenge is to elevate the brand from an entry-level “first suit” brand into a bigger league among heavier players – something that would also be attractive to a more seasoned and sophisticated suit buyer.