The Challenge Of Simplicity And The Birth Of The Indochino Blog

Posted on November 4, 2014 by in Customer Spotlight | 18 comments

The Challenge Of Simplicity And The Birth Of The Indochino Blog

This post is part of our Customer Spotlight series. If you have an interesting story to tell and would like to share your experience with WordPress and Elegant Themes on our blog, please contact us!

I’m the Senior Experience Designer at Indochino, the first online men’s custom clothing company. We custom make beautifully designed suits and shirts for men who want great quality at a fair price. Every Indochino suit is made-to-order with 20 complimentary customizations including monogramming, linings, lapel- and vent-style and more.


Our website is as custom as our clothing. As an Indochino veteran, I’ve helped transition our online home to a responsive design where we try hard to create the best experience on every device—big, small, touch or mouse-controlled. When we wanted to expand our brand into the realm of quality content for the man who wants to show up for life, we needed something especially flexible that our talented writers could manage without needing to incessantly tap on the shoulders of our hard-working (at least that’s what they tell us) development team. WordPress was our answer.


WordPress has been around for over a decade (yes, I Googled that), so they know what’s what in the world of blogging and a name we’ve learned to trust. That was the easy part. Finding a theme that offered the flexibility and stability that we could build a creative powerhouse on top of, was the challenge.

Simplicity isn’t just a bunch of white space, or clean lines, but is the refinement of details until only the essentials remain. It’s a hard, complicated process to make something look effortless. From the simplistic nav to the considered responsive design, which is part of our own DNA, there was no question—Divi was everything we were looking for. We took the plunge and never looked back.


Working closely with one of our developers, we customized the theme with an emphasis on legibility and immersive imagery so that that content itself could shine. We’re constantly making refinements, but are really comfortable with the platform. Our process is now so straightforward, that when we’re crunched for resources, even our fearless Managing Editor, Joni McKervey, is able to nosedive into Photoshop and upload everything to blog without a hitch.


The blog came to life as an effort to connect with and strengthen our relationship with our audience. We use it as a venue to share interesting and valuable content with fans and friends of Indochino, and to illustrate and reflect on the many facets of the modern male experience – lifestyle, career, fashion, health and home. We aim to create a place where men can come to find useful information, surprising and delightful entertainment, and profiles on men of interest in whom they may find reflections of themselves, inspiration, or wisdom to take away and apply to their own lives.


We still have big plans for our blog and are hoping to utilize even more of the powers that are baked in the theme. Stay tuned as we evolve at grow on this platform. We hope you’re as excited as we are.

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  1. Adrien, That was a great read! I like the fact that you compared your website to your clothing, and how customizable each is. Websites that reflects the brand of the company do really well. I think ya’ll have done a great job at capturing your brand.

    Keep it up!

  2. Great design! Very clean, great use of fonts!

  3. That is a nice website!

  4. what font is it you are using?

  5. That was a great article, thanks for sharing. Everyone has a story, and this one was fascinating. I wish them all the best!

  6. Thanks Jamie! We use Montserrat for our headers and Merriweather for the body text. They’re also both Google fonts.

  7. Pure, Lean, Simple, Clean… superb , the power of Divi.

  8. Love this site, a shame it wasn´t in the contest

  9. Don’t know where else to post this request… This is a really fantastic blog for WordPress developers like me. I’d love to see a post about accessibility options for disabled people:

    • A lights on/lights off feature.
    • Font scalability on page.
    • Screenreader capability

  10. Do you plan on integrating yr Joomla site all into yr Divi site? I think most of what you have on yr Joomla based site can work quite well in WordPress. You can have a lot of fun using Divi w/all yr info. Or it might be too much work with minimal improvement? Great either way. Thank you for sharing.

  11. Hi Adrien,

    Your team at Indochino has done a great job with your blog. It is not often that one sees such an amazing array of code and colors so beautifully and simply presented.

    My only reminder is that you stay true to course with your blog. Then, the brand would explode in a manner you never imagined possible!

    Blogs are great, living things capable of amazing achievements, believe me!

    Make the day great!


  12. Hi Adrien,

    Love your sites. especially!

    Can you share your secrets with home page slider on Indochino? its super sleek, very fast in its transition and the each slider is linked to another page.

    nicely done. very stylish.



  13. I love your blog, but you really need to stop that intrusive “Signup For Access To Free WordPress Tips & Resources” popup.

    Your content should be king, anything that distracts the reader from reading (like this annoying popup) should be omitted.

    If you insist on having that popup, at least make it appear when the user has scrolled to the end of the page, ie. has finished reading the article.

    Thanks for considering it! 🙂

    • I think thats a really good compromise, have the popup exceute after the user finishes reading the article.

  14. Beautiful site. Great job! Hooray once again for Divi.

  15. Wondering was just the blog section developed using divi? What CMS did you use to build the core site? Its a really beautiful site, and love the custom bespoke suits concept…usually you’d have pay a lot more for tailored suits.

  16. I love it. Great how you have kept it simple and classy. It is easy to read and navigate which will help your SEO.
    Great products as well. I will have to book mark your store.

  17. Misleading sales claims, only applies to suits not sport coat!

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