Vastrm is the Warby Parker for shirts

Also, looking at the actual content on your front page I'm somewhat lost.

Slide 1/2 - Both slides push "New Designer Collections". What does that even mean? If Vastrm is positioning itself as high quality custom polos then everything on the site should speak to that level of quality and be recognizable as "designerware" by the Vastrm brand, not just because you say it's part of a designer collection."

Slide 3 - It's a decent idea in that it pushes something that I'm going to assume is unique about your brand (the woven collar), but I still have no idea what that means or how it's going to benefit me.

Slide 4 - vCool fabric? I don't particularly care that my shirt has "moisture wicking" fabric, I care that it's high quality, comfortable, and is going to help me look damn good.

Slide 5 - This is your entire business! Why in the hell is it the last slide? Less than 10% of people will ever stick around to see the last slide and it's the most important one you've got. The imagery itself leaves something to be desired, but designing my own shirt is one of the biggest selling point for Vastrm.

The thirds columns below are decent but aren't that convincing (first one is the best of the bunch but needs to be shown on an actual model showing how damn good of a fit it really is). What are these details that make it a luxury shirt? Why is the call to action on the video "Learn More" instead of "Watch the Video" or something more specific to its content?

The "Home Try On Program" block is again one of the most important parts of your business (it's risk free! Try it on and send what you don't like back!), and it's at the bottom of the page. Sell this idea!

Also, your 100 years of history looks great! This tells me your company has a story, a history. This is the type of BS that people love to know is there (even if they dont' bother reading the page) - that you're not some big chain retailer but a small business with a family history that's sticking it to "The Man".

The actual product grid pages look decent, but the single product pages are overwhelming me with an accordion of options. I understand the idea is allowing people to customize their shirt, but I'd have to click at least 20 different times to open/select each option and then add the product to cart.

Make it responsive!

Obligatory Plug - I'm an SF based web designer/front-end developer with experience doing responsive Magento stores for clients.

I suppose I'm Vastrm's target customer. I love polos and have a closet full of $100+ polos to prove it.

This said, I'm not really drawn to the offering:

1. I personally don't have a problem with fit. Many brands already offer different options (i.e. classic, slim, ultra-slim) and I'd find it hard to believe that there is a large number of individuals in the target market who can't find a brand that offers a satisfactory fit. If you're interested in wearing attractive, comfortable clothing, identifying the brands and fits that you like really isn't a big deal. And once you've done this, you generally don't need to revisit.

2. This isn't a suit. I have little interest in spending time designing a polo or seeking a more "perfect" fit for casualwear. Vastrm seems far less efficient than "take a trip to the mall."

3. I wouldn't consider myself a label snob, but the label and visible branding that often accompanies it is always reasonably going to be a part of the value proposition when it comes to clothing.

We offer no questions asked returns. If you don't like the shirt for any reason. We will refund you.

Another interesting market for bespoke vs made-to-measure vs off the rack might be concealed carry. It is more of an issue for belts, and then kind of a toss up for pants and shirts. Unless you just go with skin tight clothing, it can be done with regular clothing now, but ccw and undercover people will spend a lot of money. It is a huge issue for women, though. (I know I'd probably never spend $80 on a regular belt, but I bought 3 without a second thought as gun belts, and I've bought $300 jackets for ccw or technical/outdoor use but unless it is a suit from ww chan, wouldn't spend it on regular clothing.)

People with physical deformities (what is a more polite way to say this?) could also be a market.

There are no manufacturer in the USA would allow us to produce one garment at a time. Most mfr. have minimum order requirements of approx. 1,000 pcs per style per color. We would not have been able to offer custom styling NOR custom fitting. We would just be another mass production brand, which is counter to what are purpose is. Unique style and size for every customer. Also, we could have processed orders through a network of tailors, but most tailors do not have patterns for sportswear, including polo shirts. And that would not have been a scalable model. hope that makes sense.