A Suit That Fits to rebrand as ASTF

Online formal menswear company A Suit That Fits is rebranding as ASTF from September 30, as it looks to reflect the “simplicity and quality” of its products and services.

The bespoke tailoring business founded by David Hathiramani in 2006 will relaunch with a new name, logo and creative direction, together with a new website and business model.

From the end of September, the menswear business will be known as ASTF and a new creative direction will be led under the guidance of creative director Luca De Salvia, who the online retailer states “brings the brand up-to-date”, while supporting ASTF’s growth ambitions to ensure “wide appeal now and into the future”.

In addition to the new branding, ASTF’s website has been redesigned to make it even easier for customers to find and book an appointment quickly by connecting them with one of the ‘Fit Experts’ nationwide.

ASTF founder and chief executive, David Hathiramani, said: “We are extremely excited by this new stage in our journey. The new branding and website reflect our commitment to ensuring we remain focused on being the best for our customers and bring Bespoke To All. The creative direction is fashionable yet accessible as we continue to be a disruptive force in the tailoring market.”

A Suit That Fits set to relaunch as ASTF from September 30

Creative director Luca De Salvia added: “The ASTF brand image is beautiful, modern and unpretentious. It reflects the nature of the offering; bespoke, handmade clothes at affordable prices. I want ASTF to own proudly the sector of its market, rather than imitating a traditional Savile Row tailor.”

The move to rebrand follows the tailoring businesses successful crowd funding initiative in August last year, which saw them bringing on board 19 new ‘Fit Experts’ as well as developed leading technology that allows more people to have their own bespoke tailoring business through the ASTF platform.

To keep pushing forward with its accelerated growth plan with the aim of expanding more rapidly in the UK and globally, ASTF is now seeking a further investment of 500,000 pounds by September 11. Currently, they have hit 50 percent of their target.

A Suit That Fits was founded in 2006 based on a mission of “Bespoke For All” and the simple idea of making quality bespoke available to travellers in Nepal available to customers in the UK. Almost a decade after starting, A Suit That Fits has created over 100,000 bespoke garments via its ‘Fit Expert’ franchisees nationwide. It currently has three London studios and 30 locations nationwide.

Images: courtesy of A Suit That Fits/ASTF