Hockerty
Hockerty is a bootstrapped Zürich-based online made-to-measure menswear brand selling fully customized suits, shirts, blazers, and footwear directly to consumers across 81 countries via a proprietary 3D configurator and AI measurement platform.
- Company typePrivate
- Founded2008
- HeadquartersZürich, Switzerland
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hockerty does
Hockerty is an online direct-to-consumer made-to-measure men's clothing brand founded in 2008 in Zürich and operated under parent AFT GmbH, with engineering and operations in Barcelona and a manufacturing-support presence in Shanghai. The company sells a broad portfolio of bespoke garments and footwear — suits, dress shirts, blazers, tuxedos, trousers, jeans, chinos, outerwear, waistcoats, polo shirts, dress shoes, sneakers, boots, and loafers — through a single e-commerce storefront with no physical retail locations. Products are handcrafted primarily in Spain (Almansa and Toledo) using Italian and Spanish leather and premium fabrics, with prices for footwear ranging from approximately $199 to $311 and no subscription model. The platform is anchored by a proprietary 3D garment configurator, an AI-powered measurement algorithm trained on a decade of sizing data, and a pattern-generating technology that translates digital customizations directly into manufacturing patterns. A Perfect Fit Guarantee reimburses alterations up to 25% of product price and offers free remakes, de-risking online custom purchasing for the long-tail individual consumer segment across 81 countries.
Hockerty firmographics
Firmographics- Name
- Hockerty
- Legal name
- AFT GmbH
- Website
- https://hockerty.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hockerty is a bootstrapped Zürich-based online made-to-measure menswear brand selling fully customized suits, shirts, blazers, and footwear directly to consumers across 81 countries via a proprietary 3D configurator and AI measurement platform.
- Ownership category
- akta.pro rank
Hockerty industry classification
Industry- Product category
- Custom Menswear
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Shoe Retailers (4582), Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599)
- SIC
- Retail-Apparel & Accessory Stores (5600), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Men’s Styling & Tailoring Coordination (HSACAJAG)
- akta.pro secondary industry
- Dress & Formal Footwear (CRAAACAC)
Keywords
Where Hockerty is headquartered
LocationHeadquarters
- HQ city
- Zürich
- HQ country
- Switzerland
- HQ region
- Europe
Offices6 records
Markets served
Hockerty business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Custom Clothing Sales: One-time purchase of bespoke made-to-measure garments including suits, shirts, blazers, trousers, jeans, chinos, tuxedos, outerwear, waistcoats, and polo shirts. Each item is individually handcrafted to the customer's exact measurements and design specifications.
- Custom Footwear Sales: One-time purchase of custom-made dress shoes, boots, chukkas, Chelsea boots, loafers, monks, oxfords, derbies, and sneakers. All footwear is handmade to order in Spain, with materials sourced from Italy and Spain.
- Accessories Sales: Sale of complementary accessories including ties, cufflinks, belts, bow-ties, scarves, and socks, offered alongside core custom clothing and footwear products.
- Fabric Sample Orders: Customers can order physical fabric samples from a 150+ fabric range before committing to a custom garment purchase, creating an additional revenue touchpoint and reducing return rates.
- Gift Cards: Digital and/or physical gift cards sold through the website for gifting occasions, driving new customer acquisition and repeat purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Custom Chukka Boots starting price |
| Unit Pricing | Pay-as-you-go | Black Leather Dress Boots base price |
| Unit Pricing | Pay-as-you-go | Free shipping threshold |
| Outcome Based/ Performance | Pay-as-you-go | Perfect Fit Guarantee — alteration reimbursement |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Hockerty product offering
Product offeringCore offering
Hockerty is an online direct-to-consumer made-to-measure men's clothing and footwear brand. Customers design and order fully customized garments—suits, shirts, blazers, tuxedos, outerwear, trousers, jeans, chinos, polo shirts, waistcoats—and handcrafted footwear (dress shoes, sneakers, boots, loafers) through a proprietary 3D configurator on the company's e-commerce platform. Each item is individually handcrafted to the customer's exact measurements and design specifications, with production primarily in Spain (Almansa and Toledo) using Italian and Spanish leather and premium fabrics. A Perfect Fit Guarantee offers alteration reimbursement up to 25% of product price or free remakes within 30 days of delivery.
Product overview
Hockerty is an online made-to-measure men's clothing company offering a broad portfolio of custom-tailored garments and footwear through its proprietary e-commerce platform. The core offering centers on bespoke suits, shirts, blazers, tuxedos, and outerwear (customized across fabrics, colors, lapels, linings, and pocket styles), complemented by handcrafted custom dress shoes, sneakers, boots, and loafers produced in Spain using Italian and Spanish leather. The platform is anchored by a 3D garment configurator and an AI-powered measurement algorithm that estimates sizing from a decade of data. A separate sub-brand, Sumissura, serves the women's custom clothing market. Supporting services include the Perfect Fit Guarantee (alteration refunds or free remakes), a fabric sample ordering system, and B2B corporate uniform solutions. The company operates acrossZurich, Barcelona, and Shanghai with production primarily in Spain.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Suits Made-to-measure suits customizable across fabrics, colors, lapels, buttons, linings, and pocket styles, handcrafted to the customer's individual measurements and design specifications. Available in single-breasted and double-breasted options, three-piece configurations, business, linen, tweed, and wedding-focused styles.
- Custom Dress Shirts Personalized dress shirts with configurable collar style (including club collar and mandarin collar), cuff style, buttons, thread colors, monogramming, and Winchester shirt options. Made-to-measure to the customer's body and design preferences.
- Custom Blazers Tailored blazers available in double-breasted, linen, tweed, unstructured, party, and Mao collar styles, customized to the customer's measurements and fabric/color choices.
- Custom Tuxedos Made-to-measure tuxedos for formal occasions including wedding tuxedos, double-breasted tuxedos, party tuxedos, and velvet tuxedo options, customized to the customer's measurements and design selections.
- Custom Dress Shoes Handcrafted dress shoes including Oxford, Derby, monk strap, loafer, and wholecut styles, made to individual measurements using Italian calf leather and Spanish craftsmanship (Blake stitched construction in Almansa, Spain). Size range US3–US16 including extra-wide (EE) widths. Production lead time 2–4 weeks.
- Custom Sneakers Bespoke custom sneakers with configurable materials, colors, and styles, featuring an AR virtual try-on capability that lets customers use their smartphone camera to preview how designed sneakers will look when worn. Part of Hockerty's broader made-to-measure footwear offering.
- Custom Boots Made-to-order boots including Chukka, Chelsea, dress boots (Black Leather Dress Boots priced at $269), and brogue boots, available in leather and suede with full size range from US3 to US16 (including extra-wide EE widths). Handmade in Almansa, Spain using Blake stitched construction.
- Custom Loafers Tailored loafers available in tassel, penny, and horsebit styles, customizable across materials and colors, handmade to the customer's measurements.
- Custom Jeans Made-to-measure jeans in slim fit, bootcut, black, and white styles, customizable for fabric, wash, and fit specifications.
- Custom Chinos Personalized chinos with options for chino shorts and jogger dress pants, customized to the customer's measurements and fabric/color choices.
- Custom Waistcoats Tailored waistcoats available in business casual, tuxedo, wedding vest, boho groom, and suit vest styles, customizable to the customer's measurements.
- Custom Polo Shirts Personalized polo shirts with configurable collar, color, and fabric options, including essential and spring/summer polo styles.
- Custom Overcoats Made-to-measure outerwear including trench coats, field jackets, pea coats, duffle coats, chesterfield coats, double-breasted coats, and safari jackets, made to the customer's measurements.
- Tweed Suits and Blazers Specialized collection of tweed fabric suits, blazers, vests, pants, shoes, and accessories (spectator shoes, club collar shirts) curated for a vintage aesthetic.
- Wedding Suits and Tuxedos Special occasion attire including wedding suits, morning coats, tailcoats, frock coats, tuxedos, French cuff dress shirts, wedding vests, and wedding shoes for grooms and wedding parties.
- Accessories Complementary accessories including ties, cufflinks, belts, bow-ties, scarves, and socks, offered alongside the core custom clothing and footwear products.
- Corporate Solutions (B2B) Business-to-business offering for corporate clients requiring custom uniforms, team outfits, or professional attire for employees with diverse body types. Serves as a distinct self-serve program separate from individual consumer orders.
- Sumissura (Women's Brand) Separate women's made-to-measure clothing brand operated by the same parent company (AFT GmbH), offering women's suits, blazers, dresses, skirts, and shoes. Reached via cross-referral from the Hockerty website.
Quantifiable outcome
- 400,000+ cumulative customers across 81 countries served
- +5 more outcomes
Companies that use Hockerty
Customer profileNamed customers12 records
Segments6 records
Ideal customer profiles5 records
Hockerty technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability4 records
Feature5 records
Hockerty partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- SumissuracoreSumissura is the sister brand of Hockerty, operated by the same parent company (AFT GmbH) to serve the women's custom clothing market. Hockerty's website prominently cross-refers visitors to Sumissura (sumissura.com) for women's suits, blazers, dresses, and more. The two brands split the original Tailor4less concept by gender: Hockerty for men, Sumissura for women.
- DHLcoreDHL is a key shipping and logistics partner for Hockerty, handling international delivery of custom-made garments and footwear to customers across 81 countries.
- FedExcoreFedEx serves as an additional shipping and logistics partner for Hockerty, complementing DHL in handling global deliveries of custom-made products.
- KlarnaminorKlarna provides flexible payment options for Hockerty customers in supported countries, allowing purchases to be split into 4 separate payments for a seamless and accessible buying experience.
- VisaminorVisa is accepted as a payment method on the Hockerty e-commerce platform, enabling customers to pay for custom garments using Visa credit and debit cards.
- MastercardminorMastercard is accepted as a payment method on the Hockerty e-commerce platform.
- Apple PayminorApple Pay is accepted as a payment method on the Hockerty e-commerce platform, enabling fast and secure checkout for Apple device users.
- American ExpressminorAmerican Express is accepted as a payment method on the Hockerty e-commerce platform.
Scale indicators10 records
Recent moves7 records
Expansion highlights5 records
Hockerty competitors and assessment
Company assessmentDirect peers
- Indochino: Online made-to-measure menswear company offering custom suits, shirts, and formalwear through an e-commerce platform with showrooms. Operates in the same online custom menswear category as Hockerty with overlapping product range and target customer.
- Black Lapel: Online made-to-measure menswear company specializing in custom suits, tuxedos, and formalwear. Closely aligned product offering and DTC model with Hockerty, targeting similar wedding and formal occasion segments.
- Alton Lane: Custom menswear company offering personalized suits, shirts, and trousers through showrooms and online appointments. Comparable custom suiting value proposition with similar wedding and professional dress segments.
- Knot Standard: Custom menswear brand offering made-to-measure suits, shirts, and tuxedos online and through showrooms. Direct competitor in the online custom suiting category with similar personalization depth and target market (grooms, professionals, formal occasion shoppers).
- Suitsupply: Direct-to-consumer menswear brand offering tailored suits, shirts, and formalwear with online customization and physical stores. Comparable custom-tailoring value proposition, though Suitsupply leans on ready-to-wear with made-to-measure options versus Hockerty's purely made-to-measure model.
- Proper Cloth: Online custom shirt brand offering made-to-measure dress shirts and casual shirts with deep customization options. Highly comparable in DTC custom apparel model, particularly for Hockerty's custom dress shirts line.
- Oliver Wicks: Online custom suit brand offering made-to-measure suits, shirts, and formalwear through e-commerce. Direct competitor in the online custom menswear space with similar transparency on pricing and Perfect Fit-style guarantees.
- Beckett Simonon: Direct-to-consumer handmade footwear brand offering customizable men's shoes and sneakers with on-demand production. Comparable custom footwear value proposition, premium materials sourcing, and made-to-order model to Hockerty's shoe business.
- MTailor: Made-to-measure clothing company using smartphone-based body scanning technology to capture measurements for custom jeans and suits. Closest technology peer to Hockerty given mobile measurement focus, though narrower product range.
Emerging players
- Bold Metrics: AI-driven body measurement technology provider serving apparel brands and retailers. Comparable technology layer (AI body sizing) to Hockerty's measurement algorithm, though Bold Metrics operates as a B2B SaaS provider rather than DTC retailer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Hockerty social profiles
Digital presenceHockerty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hockerty leadership team
Management profileNumber of profiles
Profiles2 records
Hockerty subsidiaries and ownership
Company hierarchySubsidiaries1 record
Hockerty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hockerty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hockerty
What does Hockerty do?
Hockerty is an online direct-to-consumer made-to-measure men's clothing and footwear brand. Customers design and order fully customized garments—suits, shirts, blazers, tuxedos, outerwear, trousers, jeans, chinos, polo shirts, waistcoats—and handcrafted footwear (dress shoes, sneakers, boots, loafers) through a proprietary 3D configurator on the company's e-commerce platform. Each item is individually handcrafted to the customer's exact measurements and design specifications, with production primarily in Spain (Almansa and Toledo) using Italian and Spanish leather and premium fabrics. A Perfect Fit Guarantee offers alteration reimbursement up to 25% of product price or free remakes within 30 days of delivery.
Is Hockerty a public or private company?
Hockerty is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hockerty founded?
Hockerty was founded in 2008. It employs 11 to 50 people.
Where is Hockerty based?
Hockerty is headquartered in Zürich, Switzerland, in the Europe region.
How does Hockerty make money?
Five revenue lines are on record. Custom Clothing Sales are the primary driver. The others are custom Footwear Sales, accessories Sales, fabric Sample Orders and gift Cards.
Who are Hockerty's main competitors?
Direct peers on record are Indochino, Black Lapel, Alton Lane, Knot Standard, Suitsupply, Proper Cloth, Oliver Wicks, Beckett Simonon and MTailor. Bold Metrics is listed as an emerging player.
Does Hockerty have an API?
No public API is recorded for Hockerty.
What industry is Hockerty in?
Hockerty's product category is Custom Menswear. Its primary akta.pro industry code is HSACAJAG, Men’s Styling & Tailoring Coordination, with a secondary code of CRAAACAC, Dress & Formal Footwear. Its NAICS code is 458110 and its SIC code is 5600.