FOR the first time in India, recently launched e-store 16stitches.com ups the ante with their choice of difficult shirt sizes like 39, 41 and 43. Punit Chokhani, the co-owner of 16stitches, says, “I am a 41 and I always felt the need of that perfect fitted shirt for my body. And it was always lacking in India.” Started around two months ago by Mumbai-based husband wife duo Punit and Priyanka Chokhani, the e-store offers custom shirts with options of monograms, collar styles, buttons and cuffs of your choice.
What you get
16stitches sets itself apart from its counterparts like Tailorman and The Stiff Collar by offering detailed visuals. You get a precise preview to make sure you’ve got it right before your order is finalised, similar to what Bombay Shirt Company offers. Expect 100 per cent cotton and 100 per cent linen shirts in different weaves like royal Oxford and herringbone.
It took about eight months for 16stitches to get started and currently they have around 20 to 25 people to handle everything from packaging to shipping. Most of the shirts are made in-house.
In the genes
About experience, former security analyst Chokhani says, “My dad has been into textiles for 40 years. And my wife was an online executive for a lot of brands before this. So along with my financial acumen, we came up with 16stitches, named after the idea 16 stitches per inch.” On their target audience, Punit says, “A 22-year-old fresher starting his first job to a 44-year-old well-travelled man will appreciate our perfect fitting.” They also stock ready-to-wear shirts and plan to include tees, suits, sherwanis and kurtas shortly.
The ready-to-wear shirts can be returned within seven days of purchase but when it comes to the customised ones, they don’t accept returns unless damaged or stained.For those who like to keep it real, they plan to have a ‘travelling tailor’ soon, who will make house visits. Priced from Rs.1,400 onwards. Free shipping across India. Details: 16stitches.com