The idea of Surmesur — a new, high-tech take on the bespoke tailoring experience — originated from two brothers (and now co-owners), Francois and Vincent Theriault, in a basement in Quebec. After starting out in a small 300 square foot space in the province's capital, the duo’s commitment to affordable (but not cheap) prices and convenience for the consumer have catapulted the store’s popularity in Quebec.

After only three years in business, Surmesur has expanded into three cities, Toronto being the latest. “I think our concept works because, honestly, I really hated the overwhelming experience of shopping [for suits] in malls,” says Francois. “We thought about how we could create something that’s different and easy … Our customer experience is much different, we have a closer connection in our customer culture and I like that.”

Aside from carrying some recognizable suit brands, like Scabal, Dormeuil, and Zegna, what sets Surmesur apart is its application of technology. For instance, the shop has an airport-like scanner that measures men from top to bottom, taking into account nuances like posture that normal measurements wouldn’t always capture. These scanned measurements are then loaded into a database that stores it for future use. It also allows customers to quickly bring up their sizes if they decide to order more wares at a later date, whether in-store or online. Manual measurements aren’t completely thrown out the window, however, and are used as an enhancement to the scanned method.

The shop has also built an app for iPad and Android tablets that allows customers to input any of their combinations and see a visual model of how their custom shirts will look. With prices that range from $45 to $400 for custom dress shirts, and $325 to $5,000 for custom suits, there is literally something affordable for every man, no matter their career.

Surmesur, 108 Queen St. E., 416-214-2840