Men’s formalwear company A Suit That Fits is rebranding as ASTF from 30 September.
A suit that fits
The rebranding for the 10 year old business includes a new design direction, driven by creative director Luca De Salvia, and a photography campaign shot by lifestyle photographer Emily Kelly.
The website is also being revamped, with particular attention being paid to improve interactions with the company’s nationwide network of Fit Experts.
The company expanded following a crowdfunding campaign in August 2015 and brought on 19 additional Fit Experts to increase its bespoke offering. A further funding drive is currently underway, with the aim of raising £500,000 by 11 September.
CEO David Hathiramani called the move “a new stage” in the firm’s 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”.
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.”