Men's Wear Evolves in Post-COVID Era with High-Tech and High-Touch

Customized luxury menswear brands see surge in demand as office workers return to the workplace

Apr. 10, 2026 at 11:22pm

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A minimalist, photorealistic studio still-life featuring a selection of premium men's clothing and accessories, including a tailored suit, dress shirt, and leather accessories, arranged elegantly on a clean, monochromatic background to symbolize the abstract concepts of corporate strategy and the evolving fashion needs of modern office workers.As the return to office work drives a surge in demand for personalized menswear, luxury brands are embracing high-tech and high-touch services to cater to the evolving needs of modern professionals.Chicago Today

As major financial institutions required employees to return to the office full-time after the COVID-19 pandemic, men's clothing purchases have surged. Customized luxury menswear brands like J. Hilburn, Indochino, and Nicholas Joseph are seeing increased demand for their stylist-led, made-to-measure services that cater to busy professionals looking to upgrade their wardrobes for the return to the office.

Why it matters

The shift to remote work during the pandemic changed men's shopping habits, and the return to office mandates has sparked a new wave of demand for personalized, high-quality menswear. This trend highlights the evolving needs of modern professionals and the growing popularity of custom clothing that offers a tailored fit and reflects the wearer's personal style.

The details

Brands like J. Hilburn, which has over 100,000 clients and $28 million in funding, are thriving by offering stylist-led custom clothing that eliminates the hassle of traditional shopping for busy professionals. Other competitors in the space include Indochino for tailored suits and Nicholas Joseph for high-end bespoke suits made by designers trained in Biella, Italy. These brands leverage advanced technology, access to premium fabrics, and expert tailoring to provide a personalized experience that caters to the evolving needs of today's office workers.

  • When major financial institutions told employees to return to the office full time after the COVID-19 pandemic, men started ordering more clothes.
  • J. Hilburn, a Series D company, has had over 100,000 clients across the U.S. and logged $28 million in funding raised from Battery Ventures and Bridgescale.

The players

Simon Kneen

Brand president at J. Hilburn, an Internet-first brand of customized luxury men's apparel.

Nicholas Hansen

CEO of Nicholas Joseph, a company that makes bespoke suits and custom wedding tuxedos, with access to mills used by Ermenegildo Zegna and Loro Piana.

Jeff Zens

CEO of the CFDA award-winning Billy Reid brand, which recently acquired the direct-to-consumer business of Knot Standard.

Roger Lee

CEO of TAL Apparel Group and an investor in J. Hilburn.

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What they’re saying

“They're everyday professionals who simply don't have the time to shop the traditional way.”

— Simon Kneen, Brand president at J. Hilburn

“I started my business 25 years ago. I was working for Deloitte as a consultant and needed to buy a custom shirt because I had long arms. They said, 'You can send swatches of styles and send it in and we'll have it made. Customers were providing the measurements. If they were wrong, everything was wrong.'”

— Nicholas Hansen, CEO of Nicholas Joseph

“Our business model is to offer custom as a category offering to our ready-to-wear clients in all of our shops, incorporating the clients' design inputs and perfect measurements. We leverage a third-party fit algorithm to ensure a perfect fit. Customers can work with a stylist to design their garment using a wide range of fabrics sourced from the best mills in the world.”

— Jeff Zens, CEO of the CFDA award-winning Billy Reid brand

“What drew me to J. Hilburn was the strength of its stylist network, a focused design direction and a belief that made-to-measure is the natural evolution of how men will choose to dress.”

— Roger Lee, CEO of TAL Apparel Group and an investor in J. Hilburn

What’s next

The combined business of Billy Reid and Knot Standard, operating under the Billy Reid name, is expected to generate $45 million in revenue this year. The Knot Standard's software business will become a separate company with $7 million in revenue projected for 2026.

The takeaway

The return to office work after the pandemic has driven a surge in demand for personalized, high-quality menswear. Customized luxury brands are thriving by offering stylist-led, made-to-measure services that cater to busy professionals looking to upgrade their wardrobes. This trend highlights the evolving needs of modern office workers and the growing popularity of custom clothing that provides a tailored fit and reflects the wearer's personal style.