In 2007, founders Richard Hall and McGregor Madden worked with "fast fashion" retailers and legacy brands that focused on speed and cost cutting - business principles that Hall and Madden understood, but didn't personally agree with for building a modern company. With both experience in manufacturing and a love for menswear, Hall and Madden wanted to build a menswear brand focused around the customer - an experience that was simple and informative with high-quality products.
Mastering the suit was the first Hall Madden goal, a process that took 7 years to fully complete. The suit is a difficult product to manufacture and the United States is notorious for people wearing bad suits. Hall and Madden's immediate goal became introducing the U.S. customer to a "Proper Suit" - one that was made and fitted the right way.
Hall (pictured) and Madden became obsessed with making the highest quality suits to make for their friends back home.
Having clients take and submit their own measurements was getting mixed results - in order to make a perfect fitting suit Richard and McGregor had to meet with the client in-person.