Fashion United the Shirt Dandy presented two years ago, an Austrian company that produces dimensions for men in India. Now founder and entrepreneur Thomas Hebenstreit has dared to redesign the Made-to-Measure industry and founded a new European label, Sartoria Vienna.
This aims at the European premium market and offers tailor-made suits from 800 euros, which are made in the EU from high-quality Italian substances. The brand specializes in western wedding and business clothing and offers “timeless design, Italian elegance and digital comfort”.
The suits can be viewed online (with the help of the AI-based configurator) or in the new Sartoria Vienna Store, which was opened in Graz on May 5. A second shop is planned for the first quarter of 2026 in Vienna.
So while The Shirt Dandy continues to focus on India and offers affordable dimensions about home and online samples, Sartoria Vienna aims at the European Premium Market. Both brands are merged under a uniform House of Brands strategy based on international level.
“Europe and India are fundamentally different markets – in the way people dress, what they expect and how they shop,” says Thomas Hebenstreit. “By building a House of Brand” Sartorial Collective “we take this market difference into account and at the same time create a structure that is investable and scalable and is designed for strategic growth in both regions.”
In order to promote the start of Sartoria Vienna, Hebenstreit successfully completed a strategic fishing round and brought two new co-founders on board, with which he secured more than two decades in the men’s clothing industry.
Global platform for access to western markets
Hebenstreit emphasizes that most Indian fashion start-ups have no access to western markets, which limits their global relevance and attractiveness for investors. The new House of Brands model changes this.
“We build a global platform and at the same time offer the opportunity to invest locally in independent companies. For example, Indian VCS can support The Shirt Dandy or Sartoria Vienna or invest globally – and use the long -term advantages of the entire group,” explains Hebstreit.
“With the combination of local understanding and international ambition as well as the bundling of resources through an intelligent capital allocation, we create something rare in the custom fashion: a family family that is both culturally sensitively and structurally scalable,” he adds.