Store Guide: Surmesur, a new custom men’s clothing shop for guys intimidated by the tailor

Name: Surmesur Sells: Tailor-made men’s clothing, ties and belts, plus socks and cufflinks Contact info: 108 Queen St. E., 416-214-2840, surmesur.com
Hours: M–W 10–6, Th–F 10–9, Sa 10–5, Su 12–5 See it on a map »

Too many men make do with boxy, off-the-rack suits because they think going bespoke has to be intimidating and expensive. Surmesur, a new custom menswear shop downtown, is neither. Owners Vincent and François Thériault, who opened their first store in Quebec City before expanding to Montreal and Toronto, break the tailoring process down into simple steps. Customers start by choosing a fabric, which determines the price of the garment. Next, they make selections from a checklist of options (slim fit? Spread collar? Contrast stitching?) via touchscreen monitor—a high-tech way to help befuddled dudes differentiate a peaked lapel from a notched one. There’s even an airport-style body scanner (to take measurements) and a floor-length flat screen that displays the finished look.

The brothers work directly with tailors in Asia, which, along with the not-so-trendy Queen East address, helps keep prices down. And they are low: shirts range from $45 to $125, while suits start at $325. Garments take about three weeks to arrive, and first-timers will need to come in for a final fitting with the in-house tailor. After that, you can start ordering in multiples.

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