Edition One

If finding the perfect fitting pair of jeans is a man’s fashion equivalent of the Holy Grail, then surely getting your hands on a shirt that fits well is not far behind. Length, fabric, collars, colour and fit vary wildly and if you want an uncomplicated life, invest in made to measure and bespoke, from the bold new brand Edition One. 

The new online store for men is shaking up the way that we buy our shirts. Acknowledging that there is no such thing as a standard size, they hope to be able to dress any shape with the help of intelligent 3D body scans. Created by the founders of Edit Suits Co, a high demand for clothing that merged casual and business vibes led them to shift their focus and concentrate on well fitting shirts. 

The way to do this is to work with data scientists specialising in 3D body scans to develop a fit finder that is based on a simple 30 second survey. The result is called Alfred, a robot tailor who gives accurate custom size predictions, with over 87% of customers so far not needing any size adjustments on their first orders. They offer a 100% fit guarantee so there’s no risk and your custom-made shirt is delivered to your doorstep within 2-3 weeks. What’s more is that the offering is wide and there is no end of good options - formal and casual shirts, as well as overshirts and polos, tailored from high-quality fabrics from mills in Italy, the UK, Portugal and Japan. 

From £69 and available at Edition One.