Surmesur opens second menswear shop in U.S.

After opening its first retail front in the U.S., Canadian brand Surmesur recently just opened a second location in the country. Debuting in Chicago, the custom menswear brand has just opened a new shop.

The flagship is located in the heart of Chicago’s financial district. The city was chosen specifically by its founders for its next location. “We’ve had Chicago in our sights for a long time,” François Thériault, co-founder of Surmesur, said in a statement. The new location was chosen because of how large the city is as well as how many customers Surmesur already has from Chicago. The new store acts as a concept space that offers a new, comfortable way of shopping in a fresh space. “The concept is simply to democratize made-to-measure menswear by making it accessible to everyone, offering men a customized shopping experience in an unpretentious environment where they can be themselves,” said Thériault.

The shopping experience will have four steps inclusively. The process starts with the selection of over 8,000 fabrics, then is followed by the selection of options from details including buttons, cuffs, collars, and more. The third step is taking the measurements of the customer, and lastly the shopper experiences his own personal fitting. Combining both traditional tailoring and new advancements, the new shop is able to bring a very interactive shopping experience to its customers.

Prices for Surmesur range from shirts starting at 60 dollars to suits starting at 375 dollars in price. The new shop will offer the brand’s range of merchandise at this location, serving as the U.S.’s second retail flagship. In total, this will be Surmesur’s eighth custom menswear store.