Earlier quoted context omitted.
And maybe it just might work... He doesn't have to jump from $4k to $10k. There's a demand curve and by raising prices from $4k to $5k and up he'll figure out where he can sit. More importantly, he's already at $4k. The person that spends $4k on a suit isn't going to sneeze at $8k. The person who spends $120 for a suit, throws a fit at $240.
And just to show how significant a 20% price increase would be: If he raised the price just $1k, that's $2k a month, or $24k a year. That would increase his take home income by almost 50%, as he claims his current income is around $50k.
The article said he averages 2 suits a month, or $8K in gross revenue, so that extra $1K per suit would increase his gross by 25%, and his take-home by less. As a sole proprietor craftsman, there's no math that can get you a 50% increase in profit with a 25% increase in gross revenue alone.
Still, not a bad deal, assuming his customers are willing to pay it (I'm willing to bet they are).
EDIT: I shouldn't do numbers while eating dinner :). His take-home increase could be more than 25%, but it's unlikely to be anything close to all of the gross increase, particularly if he wants health insurance, which, if he has it at all, is probably coming out of that $50K.