Proper Cloth – D2C Ranking & Growth Metrics
Custom-fit men's shirts and suits built to individual measurements.
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Proper Cloth is new to the index this month, entering at #122 of 522 overall and #48 of 142 in Apparel. On our estimate its revenue is flat year on year (low confidence). Branded search is growing over the past year. Its closest Apparel competitor is First Lite (#119).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
How scoring works →Year on year, low confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
How scoring works →How big Proper Cloth is today: #122 of 522 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is Proper Cloth's revenue growing?
We estimate Proper Cloth's revenue is flat year on year (low confidence). Branded search and site traffic point in opposite directions, so confidence is low.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Proper Cloth growing?
Proper Cloth's Momentum score is 45.4, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months. Site traffic is declining over the same 12 months. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Proper Cloth
Proper Cloth makes custom-fit men's shirts and suits, built to individual measurements rather than standard sizing. The catalogue runs from dress and casual shirts to suits, sport coats, chinos, knitwear and outerwear, each ordered through a sizing profile customers build themselves. Founded in 2008, the brand pioneered this measure-first approach to menswear before it became common, and still offers a Home Try-On option and in-person appointments at its showrooms so customers can check fit before committing to a custom order.
Proper Cloth competitors
The apparel brands closest to Proper Cloth: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Merino wool hunting apparel organised by game and season
Comfort-first women's flats, loafers and sneakers founded by two moms in 2015
British-made T-shirts, knitwear and underwear since 1860
A permanent, repairable wardrobe of natural-fibre basics made in Italy and Portugal
Prescription glasses and sunglasses with opticians and stores across Europe
Proper Cloth vs First Lite
First Lite is the bigger brand (Scale 57.9 against 57.8), while Proper Cloth is growing faster (Momentum 45 against 40). See First Lite's page.
| October 2026 | Proper Cloth | First Lite |
|---|---|---|
| Overall rank | #122 | #119 |
| Apparel rank | #48 | #47 |
| Scale (size) | 57.8 | 57.9 |
| Momentum (growth) | 45.4 | 40.1 |
| Branded search | 61 | 64 |
| Site traffic | 52 | 45 |
| Social audience | 60 | 65 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Proper Cloth branded search volume
How often people search for Proper Cloth by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is growing. Demand is fairly steady through the year.
Proper Cloth's audience, products and channels
Social audience
- Instagram propercloth 246k
- YouTube 3.5k
Also on X.
Followers as shown on each platform, collected for the October 2026 edition.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Australia, Canada, the US and the UK.
Proper Cloth: common questions
What does Proper Cloth sell?
Custom-fit men's shirts and suits built to individual measurements.
Where is Proper Cloth from?
Proper Cloth is based in United States.
Where can you buy Proper Cloth?
Proper Cloth sells through its own online store and selected retailers. Its online store is at propercloth.com.
When was Proper Cloth founded?
Proper Cloth was founded in 2008.
Is Proper Cloth's revenue growing?
Our estimate is flat year on year, with low confidence. It is a direction from online signals, not a sales figure.
Who are Proper Cloth's competitors?
Proper Cloth's closest competitors in the Apparel category are First Lite, Birdies, Sunspel and Asket.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like Proper Cloth move, or the data as an export? See data & alerts.