100Hands
100Hands is an Amsterdam-based luxury menswear brand that designs and handcrafts premium shirts and jackets (16–35 hours of handwork each) in Amritsar, India, selling through DTC e-commerce, trunk shows, and luxury retailers like Harrods and Bergdorf Goodman to high-net-worth individuals and Savile Row tailors.
- Company typePrivate
- Founded2014
- HeadquartersAmsterdam, Netherlands
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What 100Hands does
100Hands is a luxury handmade menswear brand that designs, manufactures, and sells premium shirts and jackets through a direct-to-consumer e-commerce platform, luxury department-store distribution, and event-driven trunk shows. Founded in 2014 by former investment bankers Akshat and Varvara Jain under the corporate entity MMSL BV in Amsterdam, the company is built on a 165-year family heritage in yarn spinning and trading. Production is centralized in an Amritsar, India atelier staffed by 250 master craftsmen, with annual output of approximately 90,000 shirts and an additional bespoke suit and jacket line.
The core product is the luxury shirt, priced between $425 and $687, requiring 16–35 hours of hand-finishing per unit and made from Giza45 Egyptian cotton, Belgian and French linen, and Japanese chambray. A made-to-order standard fit and a made-to-measure (+25% premium) service allow customization with free alteration/remake guarantees. The portfolio has expanded into cashmere sweater jackets priced up to $3,141, produced in collaboration with Loro Piana using exclusive custom-woven 380g cashmere. The technology stack is minimal: a Shopify storefront, a sizing-guide driven DTC funnel, and no public APIs or AI components.
The business model is a unit-priced, one-time-purchase luxury transaction with no subscription or recurring revenue layer. Go-to-market combines direct e-commerce, wholesale into Harrods and Bergdorf Goodman, and curated trunk shows in Paris, London, Chicago, and New York. Customer segments are high-net-worth individuals, Savile Row and bespoke tailoring houses, C-suite executives, and luxury department-store buyers. The company is privately held, bootstrapped (no disclosed funding rounds), and operates with 51–100 corporate employees outside of the 250-piece artisan workshop.
100Hands firmographics
Firmographics- Name
- 100Hands
- Legal name
- MMSL BV
- Website
- https://100hands.nl
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- 100Hands is an Amsterdam-based luxury menswear brand that designs and handcrafts premium shirts and jackets (16–35 hours of handwork each) in Amritsar, India, selling through DTC e-commerce, trunk shows, and luxury retailers like Harrods and Bergdorf Goodman to high-net-worth individuals and Savile Row tailors.
- Ownership category
- akta.pro rank
Where 100Hands is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
100Hands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Luxury Handcrafted Shirts: One-time purchase of handmade luxury shirts priced between ₹30,000 and ₹45,000 (approximately $425-$687 USD). Core revenue driver with annual production of approximately 90,000 shirts.
- Made to Order Service: Standard size shirts made to order with style customization options. Reduces waste from mass production while maintaining premium quality and faster delivery (3-4 weeks).
- Made to Measure / Bespoke: Full customization with customer measurements for perfect fit. Charged at approximately +25% premium over standard size prices. Includes full bespoke suits and jackets expansion.
- Luxury Jackets: Cashmere sweater jackets and other outerwear priced from $1,510 to $3,141. Handcrafted over 40 hours with premium materials.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Essential Shirts |
| Unit Pricing | Pay-as-you-go | Premium Shirts |
| Unit Pricing | Pay-as-you-go | Luxury Shirts (India Market) |
| Unit Pricing | Pay-as-you-go | Luxury Jackets |
| Unit Pricing | Pay-as-you-go | Custom Made / Made to Measure |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
100Hands product offering
Product offeringCore offering
100Hands designs, manufactures, and sells luxury handmade men's shirts and jackets, offering made-to-order and made-to-measure options. Each shirt requires 16 to 35 hours of handwork by 250 master craftsmen in Amritsar, India, using premium materials including Giza45 Egyptian cotton, Belgian and French linen, Japanese chambray, and exclusive custom-woven Loro Piana cashmere. The range spans essential shirts from $425 to Loro Piana cashmere sweater jackets priced up to $3,141, with full bespoke suits and jackets available.
Product overview
100Hands is a luxury handmade menswear brand offering handcrafted shirts and jackets through a made-to-order and made-to-measure model. The core product portfolio centers on luxury shirts made from premium materials including Giza45 Egyptian cotton, Belgian and French linen, Japanese chambray, and cashmere-cotton blends. Each shirt requires 16-35 hours of handwork. The brand has expanded into full bespoke suits, jackets, and a signature cashmere sweater jacket collection made with Loro Piana fabrics. Products are manufactured in Amritsar, India, by 250 master craftsmen producing approximately 90,000 shirts annually. The brand operates on a Shopify e-commerce platform with trunk shows in major cities.
Differentiator
Problem solved
Functional benefit
Products and services
- Luxury Handmade Shirts (Made-to-Order) Made-to-order handmade luxury shirts in standard sizes with style customization; each shirt takes 16-35 hours of handcraftsmanship by 250 master craftsmen in Amritsar using premium materials such as Giza45 Egyptian cotton, Belgian and French linen, Japanese chambray, and cashmere-cotton blends. Prices range from $425 (Essential) to $687 (Premium Gold Line). Delivery typically 3-4 weeks.
- Made-to-Measure / Custom Shirts Full customization service where shirts are tailored to a customer's individual measurements for a perfect fit, with options for sizing changes and design modifications. Includes a free alteration or remake guarantee to ensure fit satisfaction. Priced at approximately +25% surcharge over standard-size prices.
- Loro Piana Cashmere Sweater Jacket Collection Signature handcrafted cashmere sweater jackets made from Loro Piana 100% cashmere (380g with unique natural stretch) that is custom-woven for 100Hands and unavailable elsewhere. Includes a Nehru stand collar, an unlined and unstructured design, and is handcrafted over 40 hours in the Amritsar atelier. Priced from $1,510 to $3,141.
- Comfy Traveller Jackets Handcrafted men's travel jackets designed to combine tailoring aesthetics with casual functionality, suitable for home, office, and travel wear, made with the brand's signature craftsmanship and premium materials.
- Bespoke Suits and Jackets Full bespoke suits and jackets expansion from the brand's handmade shirts business, utilizing 250 master craftsmen and premium fabric sourcing (including Giza45 Egyptian cotton, Belgian/French linen, and Loro Piana cashmere) for individual custom-fit commissions.
Quantifiable outcome
- Named 'Best Shirtmakers in the World' by Financial Times
- +3 more outcomes
Companies that use 100Hands
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles2 records
100Hands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
100Hands partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, flagship and minor.
- HarrodscorePrestigious London luxury department store that stocks 100Hands products, providing high-end retail distribution and brand credibility in the UK market.
- Bergdorf GoodmancorePrestigious New York luxury department store carrying the 100Hands collection, expanding brand presence in the US market.
- Galeries LafayetteflagshipFrench luxury department chain approached for potential stores in Mumbai and Delhi, representing significant expansion opportunity in the Indian market.
- Loro PianacorePremium Italian cashmere and luxury fabric supplier. 100Hands uses exclusive Loro Piana cashmere specifically woven for the brand, available nowhere else. The Midnight Blue Cashmere Sweater Jacket uses Loro Piana 100% cashmere.
- Paul CroughtonminorCollaboration for limited edition collection. Paul Croughton designed the Midnight Blue Loro Piana Cashmere Sweater Jacket, featuring an added inside pocket and exclusive design elements.
- Huddersfield Fine WorstedminorLuxury fabric and cloth merchant. Hosted trunk show at their showroom at 10 Warwick Street in London.
- PauwmannenminorLuxury store in Amsterdam (home town of 100Hands) that hosted a trunk show collaboration.
- CifonelliminorRoman bespoke tailoring house. Lorenzo Cifonelli publicly endorsed 100Hands, stating he recognizes the value of authenticity that 100Hands represents in menswear.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
100Hands competitors and assessment
Company assessmentDirect peers
- Turnbull & Asser: British heritage shirtmaker on Jermyn Street with a Royal Warrant; competes head-to-head with 100Hands in the handmade luxury dress-shirt category, including custom and ready-to-wear offerings at similar price points.
- Charvet Place Vendôme: Parisian luxury shirtmaker and tailor widely considered a benchmark in made-to-measure shirting; directly comparable to 100Hands on handmade construction, premium materials, and bespoke service.
- Budd Shirtmakers: Savile Row shirt specialist serving bespoke tailors and individual clients; highly comparable on craft, custom-fit positioning, and B2B supply to top tailors—including the same Savile Row channel 100Hands sells into.
- Seaward & Stearn: Savile Row-based bespoke shirtmaker with strong ties to the bespoke tailoring trade; directly comparable custom-fit shirtmaking model with similar price points and HNW clientele.
- Husbands: Paris-based luxury shirtmaker producing made-to-measure shirts from premium fabrics in a small atelier; closely aligned with 100Hands on handcrafted construction, premium materials, and custom-fit direct-to-consumer.
- Cifonelli: Roman/Parisian bespoke tailor publicly endorsing 100Hands; comparable as a heritage bespoke menswear house serving ultra-HNW clients with intensive handcraft and luxury fabrics.
- Emma Willis: British luxury shirtmaker (Savile Row/Jermyn Street) producing made-to-measure shirts for individual clients and other tailors; directly comparable on handcraft labor intensity and bespoke positioning.
- Drake's: British heritage menswear brand known for elevated shirting, ties, and casualwear distributed through high-end retailers worldwide; comparable on craft positioning, HNW customer, and luxury multi-channel retail distribution.
Broad incumbents
- Kiton: Italian ultra-luxury menswear brand combining handmade tailoring with broader ready-to-wear; relevant as a larger incumbent competing in 100Hands' ultra-luxury bespoke category with overlapping materials and craftsmanship.
- Brunello Cucinelli: Italian ultra-luxury cashmere and tailored menswear brand using artisanal production at scale; relevant as a broader incumbent whose Loro Piana-grade cashmere positioning overlaps with 100Hands' cashmere jackets.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
100Hands social profiles
Digital presence100Hands financial estimates
Financial estimateRevenue estimate
Valuation estimate
100Hands leadership team
Management profileNumber of profiles
Profiles2 records
100Hands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
100Hands 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 100Hands
What does 100Hands do?
100Hands designs, manufactures, and sells luxury handmade men's shirts and jackets, offering made-to-order and made-to-measure options. Each shirt requires 16 to 35 hours of handwork by 250 master craftsmen in Amritsar, India, using premium materials including Giza45 Egyptian cotton, Belgian and French linen, Japanese chambray, and exclusive custom-woven Loro Piana cashmere. The range spans essential shirts from $425 to Loro Piana cashmere sweater jackets priced up to $3,141, with full bespoke suits and jackets available.
Is 100Hands a public or private company?
100Hands is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 100Hands founded?
100Hands was founded in 2014. It employs 51 to 100 people.
Where is 100Hands based?
100Hands is headquartered in Amsterdam, Netherlands, in the Europe region.
How does 100Hands make money?
Four revenue lines are on record. Luxury Handcrafted Shirts are the primary driver. The others are made to Order Service, made to Measure / Bespoke and luxury Jackets.
Who are 100Hands's main competitors?
Direct peers on record are Turnbull & Asser, Charvet Place Vendôme, Budd Shirtmakers, Seaward & Stearn, Husbands, Cifonelli, Emma Willis and Drake's. Broad incumbents are Kiton and Brunello Cucinelli.
Does 100Hands have an API?
No public API is recorded for 100Hands.