Proper Cloth is a direct-to-consumer menswear brand founded in 2008, specializing in custom-fit clothing. They leverage proprietary technology, including their 'Smart Sizes' algorithm, to offer personalized sizing and design options for shirts, suits, jackets, and trousers. The company emphasizes quality materials, exceptional craftsmanship, and a high-touch customer service experience, aiming to provide a modern luxury alternative to traditional retail.