Proper Cloth

The idea was simple: make it easy for men to buy custom dress shirts. In October 2008 we launched the first version of propercloth.com. We were not an instant success. The first two years were particularly humble. We didn't come from fashion. We didn't have fancy investors. We made a lot of mistakes. Our manufacturing was slow. Our selection was limited. Our website was confusing. And then there was the financial crisis...