As a start-up, the key measures for success include having products and/or services that are better, less expensive and more creative, useful and impactful - and most importantly, scalable. Having these qualities provides a recipe for a startup termed as a 'disruptor.' In fashion, this is hard, if not impossible, especially if you're in the business of custom dress shirts.
Enter Deo Veritas custom dress shirts.
Breaking from the tech tradition, we've discovered a custom dress shirt maker online which is disrupting the way tailored shirts are viewed - Deo Veritas. Their process is simple, their shirt designer interface is easy to use, and the delivery astonishingly fast at 7 - 14 days. With so many new custom shirt makers making a recent entry, the space is getting crowded fast - which Deo Veritas hopes to conquer with their unique selling proposition.
Why buy a custom shirt?
Many go custom because they have a difficult body to work with, gleaned over many try-on's of ready-to-wear shirts at local stores. Initially, they don't understand the intricacies of body shape with respect to their articles of clothing - so many hard lessons are learned. Take square shoulders for example, most including myself, may never pay attention to such a characteristic until a tailor or someone with a keen eye points it out. The situation gets worse when you've got uneven shoulders or a forward-pitched posture resulting in a more hunched frame. Rarely does one find anything that fits perfectly but most makers now offer multiple fit options - at least capturing some of those hard body types.
For those perfectionists, there is the option to go custom or made-to-measure - or even better, bespoke. Shirts offer an excellent gateway into the world of custom and bespoke, with most lured in by the comparatively lower price-point from suiting - although going bespoke will set you back. The experience of wearing something custom made for you is the best way of ensuring a proper fit. However like many things in life, failures are a harsh reality and you may need to experiment before hitting that sweet spot.
Many don't realize a poor fit until someone points it out and others realize through wearer's discomfort, albeit over time. My personal experience with custom dress shirts has been distasteful to say the least, with poor fits to begin with, and exacerbated further by shrinkage.
Hard lessons learned aside, I still prefer custom shirting even with the abundance of fits offered by ready-to-wear. Why you might ask. Simple, the high quality offerings available online are still effectively cheaper than their in-store MTM and RTW counterparts.
A Deo Veritas Review.
Choosing online can be difficult but through my extensive search, Deo Veritas struck a chord. What drew me in was an easy to use website with a genuine feel but the single biggest factor was (for any online custom dress shirt maker really) instilling confidence in the customer through the measuring process. To temper expectations a little bit, Murphy's Law holds true and there is a high probability of an anomaly in fit presenting itself during your first fitting. Why the mistake? It depends on how you measured yourself, the way you measured an existing shirt, an error during production or any number of reasons really. Rounding errors can stack up when measuring so always round up to allow for some alterations room.
Customer service is paramount.
It matters a lot how you get treated as a customer after the purchase, especially with an issue that needs to be corrected. This is where loyalty and repeat business is earned. Most will accommodate by reimbursing you for alterations costs at your local tailor or make up a brand new shirt to ensure the customer's satisfaction is guaranteed.
Deo Veritas goes a step further by guaranteeing fit on your first order regardless of fault. If for any reason fit is not to your liking, they will gladly alter or remake the shirt at no cost. How's that for caveat emptor. Armed with the confidence and peace of mind to see the process through, the choice to buy from Deo Veritas was made easy.
Fabric selections - the best part of making custom dress shirts.
As far as selection goes, Deo Veritas has a multitude of fabrics to choose from and plenty of customization options - all displayed on a sleek online platform. My original order was a simple white poplin meant to test out all aspects of the shirt and I actually achieved a high level of success, save for slightly billowy sleeves which I easily corrected at my alterations tailor.
Recently, I had the pleasure of trying a new measuring system and a new type of fabric. Bamboo shirting alongside their QSizing system, allowing one to skip the measuring tape and answer a series of questions related to their body type. These answers guide the experts at Deo Veritas to use their developed algorithm in crafting your shirt, essentially resembling a ready-to-wear purchase but with a more guaranteed outcome.
My shirt ultimately fit quite well considering I just answered some basic questions but for a perfectionist like me, I still identified some areas of improvement. In speaking to Deo Veritas about it, we identified where things could be tweaked. For those wanting to try this sizing system, I would stress that each of the questions be answered as best as you can and if in doubt, contact customer service to get any clarifications you may need.
Deo Veritas Performance Fabrics - Bamboo / Cotton Blend.
Deo Veritas' new bamboo shirting is in fact a sustainable organic blend that melds cotton with bamboo fiber, affording the wearer superior breath-ability and wear-ability. The fabric is extremely lightweight and almost feels like it floats on your body, all while maintaining a crisp non-iron look without the irritation or discomfort of synthetics or chemically treated alternatives. It is a perfect travel shirt that can be worn on successive days, thanks to its anti-bacterial properties and whether hand or machine washed - the minimal drying time is extraordinary.
Most buyers dislike the wait times associated with going custom, and this is where Deo Veritas is exceptionally fast - landing at your doorstep somewhere between 10 and 14 days. Not stated outright on their site, owner & founder Vinnie Sikka assures me that 90% of new orders are being shipped within this time-frame - significantly improved from their previous offering and to be announced on the site shortly.
Recently, Deo Veritas has expanded it’s offering featuring fabrics from the Turkish shirting mill, SÖKTAŞ - the silent giant behind many of the world’s best known fashion labels. More popularly known and featured in Europe, SÖKTAŞ’ reputation was built on producing shirting fabrics - now broadened to include fabrics for contemporary jackets and trousers. Deo Veritas has incorporated some of these fabrics as part of their new pre-designed shirts option, for those who find the customization process daunting and time consuming.
Deo Veritas has striven for continual improvement over the years I have known them, ultimately gaining loyalty through a high level of customer satisfaction - myself included. If you've been constantly displeased with shirting over the years as I have, finding a relatively inexpensive shirtmaker online and building a relationship with them will pay dividends. It may take a little bit of effort to get your fit perfected but once done, re-ordering will be a breeze.