Episode 45 – Andy Fine • Sartoro | Custom Suits Online Without a Tape Measure

🎙️ In this episode of The Fashion Translator, I spoke with Andy Fine, founder of Sartoro, about what it really takes to deliver a bespoke suit experience entirely online — and why the fit might actually be better than what you’d get in a store.

Getting a well-fitted suit has always meant navigating a trade-off: quality costs money, coordination takes time, and the tailoring process requires showing up in person. For anyone buying for a group — a wedding party, a corporate event — that equation multiplies quickly. Andy experienced exactly this friction as a young groomsman, and rather than accept it as inevitable, he spent years building an alternative.

Sartoro is the result: an online custom suit brand that ships fabric samples to your door, lets you visually design your garment in real time down to the button color, and sizes you in minutes through a Digital Tailor that requires no tape measure. More recently, they’ve added a virtual try-on — upload a photo and see the suit on you before purchasing.

But what makes this conversation go deeper than the polished customer experience is the invisible layer behind it. The real competitive advantage at Sartoro is knowing when a customer’s measurements are wrong — and what to do about it. Using years of historical order data, Andy’s team can cross-reference inputs against thousands of past customers with similar profiles, flag inconsistencies, and either correct or follow up before a single piece of fabric is cut. That’s not a feature you can replicate quickly. And now, Andy is working to automate exactly that — building an AI-powered decision layer that can handle the pattern recognition at scale.

We explore:

- The groomsman moment that sparked Sartoro’s founding

- How the Digital Tailor sizes customers in two minutes without a tape measure

- The suit configurator, virtual try-on, and the balance between creative freedom and decision fatigue

- How Sartoro detects and corrects bad measurement data using thousands of past orders

- Building the “OMA brain” or the One-Model Approach using Claude and OpenAI to automate fit intelligence

- Scaling operations without sacrificing product or customer service quality

- Expanding into elevated casual: custom shirts, shorts, and everyday wear