Hockerty Wins AI Integration Award for Scaling Made-to-Measure Fashion Online
28/05/26 / AGILITYPR.NEWS / June 30, 2026 / The brand serves over half a million customers globally using AI to make custom clothing as frictionless as off-the-rack.
For Immediate Release
Zurich/Barcelona, May 2026
Hockerty, the online made-to-measure clothing platform with over 500,000 customers worldwide, has received the AI Integration"Digital Commerce Award, sponsored by CONVOTIS Schweiz.
The award recognizes two AI tools the company has deployed to solve one of custom clothing's oldest problems: replicating the expertise of a tailor in a digital environment. The first, a virtual try-on feature, lets customers design garments and see them on themselves before purchase. The second replaces the traditional in-store measurement process with an AI-guided visual system customers can complete at home.
At half a million customers and international scale, the stakes of getting this right are high. A poor fit in made-to-measure is not a return it is a failed product. Hockerty's AI layer is designed to close that gap upstream, before manufacturing begins.
“We started with one AI model. We’ve already swapped it three times. The pace of improvement in generative AI means we’re not building on a fixed technology. We’re building on a moving one. And that’s actually the point.”
Alberto Gil, Co-Founder, Hockerty
The try-on doesn’t sell the garment. It answers a question the customer already has
The infrastructure evolves monthly
Hockerty’s Virtual Try-On was built on specific AI image generation models, but the underlying technology changes almost monthly. As faster, more reliable models emerge, the team integrates them. The model powering the try-on at the time of this publication may differ from the one in use a month later.
This approach treats the AI layer as infrastructure, not product. The product is the experience: upload a photo, see yourself in your suit. The technology behind it is deliberately fluid.
How it works
The system runs a multi-step process. First, it analyzes the garment the customer has configured: fabric, cut, colour, lapel style, pocket type, every detail. Then it determines the optimal way to render that specific combination. Finally, it generates an image of the customer wearing the garment as if it were made to their exact measurements.
This is not an overlay. And it’s not a filter. The AI makes intelligent decisions about how to display each garment type. A double-breasted blazer renders differently from a slim-fit shirt. A peak lapel catches light differently from a notch lapel. The system accounts for all of it.
The main engineering priority was garment consistency: ensuring the rendered output matches the exact configuration the customer selected. Hockerty has achieved this across its full catalog, from suits to jeans to sneakers.
At the time of release, the system generates a try-on image in 20 to 30 seconds. The team expects this to improve as the underlying models evolve.
The technology is not limited to suits. It works across Hockerty’s entire range: jeans, field jackets, polos, overcoats, sneakers, dress shoes. Any garment a customer designs in the 3D configurator can be rendered onto their photo.
An optional step further
Customers can also place themselves in a different environment: a boardroom, a wedding venue, a city street. This runs an additional rendering process. Current limitation: the environment swap can slightly alter facial expressions. The team is actively working to resolve this without compromising speed or usability.
“We could have waited until everything was perfect. But in AI, waiting means falling behind. We launched what works today and we improve it every week.”
Alberto Gil, Co-Founder, Hockerty
About Us
About Hockerty
Founded in 2008, Hockerty is the leading online platform for made-to-measure menswear: suits, shirts, tuxedos, outerwear and shoes.
Hockerty lets customers design garments to their exact measurements and personal style through an online platform that combines technology with traditional tailoring. With teams in Zurich, Barcelona and Shanghai, Hockerty makes personalised fashion accessible worldwide.
Hockerty stands for a more thoughtful approach to fashion: buy less, choose better, and wear clothing made to last.
Contacts
Raquel Rodriguez
PR
raquel@hockerty.comBrand of AFT GmbH Flurstrasse 30, 8048 Zürich, Switzerland
Phone: 679945613 Mobile: + 00 34 679945613
https://www.hockerty.com/en-us/