Surmesur boosts Pittsburgh's fashion clout with an augmented reality shopping experience – NEXTpittsburgh
Earlier than Vincent Thériault and his brother, François, based their bespoke men’s clothing chain Surmesur, fashion was an totally new discipline for them.
“We was once basketball gamers sporting hoodies and stuff like that,” says Vincent, a Quebec native with a definite French-Canadian accent. “So after we informed our mother we’re going into fashion, she was laughing at us.”
Within the six years since they first launched Surmesur of their household basement, the 2 males have gone from being fashion illiterate to revolutionizing customized tailoring by utilizing augmented reality (AR) expertise. They just lately launched the brand new service at their Downtown Pittsburgh store.
Utilizing a handheld machine geared up with Google’s Tango AR software program, Surmesur clients can create 360-degree visuals of made-to-measure shirts and fits. With the assistance of design consultants, they'll select from hundreds of choices, together with materials of various colours, patterns and supplies proper right down to smaller particulars like monograms and buttons. Measurements are then completed on-website by in-home tailors.
From there, customized items—which begin at $60 for a shirt and $375 for a go well with—take 4 to 6 weeks to make.
Tango enhances Surmesur’s different efforts to include tech into the shopping experience. The corporate beforehand designed The Studio, a proprietary “garment creation software program” that additionally permits clients to visualise their sartorial creations.
Vincent factors out that the excessive-tech strategy makes the concerned means of customized tailoring extra on-demand. Prospects can are available with out an appointment, making shopping a “actually easygoing experience.”
The idea of AR has seen quite a few purposes within the retail world, starting from the interactive Shiseido Magic Mirror, which assists buyers in choosing the proper magnificence merchandise, to an app that reveals you what IKEA furnishings would appear like in your house. However Sophie Miller, head of shopping and retail partnerships for Daydream at Google, believes Surmesur is taking the expertise in a brand new path.
“We look ahead to seeing how AR will impression the customized clothes design house,” she says.
Although Surmesur has six official shops throughout Canada and two in the USA, Vincent sees Pittsburgh as the right market to launch their AR experience. Whereas the town isn’t precisely identified for being fashion ahead (GQ as soon as deemed it one among the worst-dressed cities in America), the rising variety of younger professionals settling right here has led to a bigger demand for extra trendy, excessive-high quality clothes.
“We’d go to New York or L.A., however we wished to attempt a distinct market,” he says. “Pittsburgh was the precise match for us. I used to be strolling the streets and I noticed lots of people in good becoming fits.”
He provides with amusing, “Maybe they’re from us, but it surely was there.”
For extra on the Surmesur AR shopping experience, watch the video beneath: