U.S. Startup Turns Thai Tailoring Into Fastest-Growing Custom Suit Chain

Inspired by the personalized service they received in Bangkok, four former Latter-day Saint missionaries created H.M. Cole to bring Thai-crafted custom suits to American customers. After a mentor’s encouragement, they traveled back to Thailand, gathered material samples and filmed tailors, then returned to launch a small store in downtown Salt Lake City.

To ensure consistent quality, they later established a dedicated factory, MSS Apparel, in Ubon, employing 350 locals and keeping skilled workers in their home region. The U.S. side now employs 45 people and runs 15 retail locations, selling roughly 100 suits each day at a base price of $999, along with tuxedos, knitwear and accessories. Their luxury, made-to-order model has allowed them to grow despite a broader decline in suit wear, making them the fastest-growing custom suit retailer in the country. Founder Daniel McConkie credits the early advice of mentor Scott Frazier, who runs Frazier VC, for prompting the venture.