Vienna, Austria, 8th May 2025: Austrian entrepreneur Thomas Hebenstreit, the founder of the shirt dandy – one of the few custom menswear startups built in India with global ambitions – launches a new European label, Sartoria Vienna. The Sartoria Vienna store opens its doors on May 5, 2025, in Graz, Austria, offering made-to-measure suits starting at one 1 Lakh, crafted in the EU using premium Italian fabrics.
Sartoria Vienna specializes in Western wedding and formal wear, delivering timeless design, Italian elegance, and digital convenience. While the shirt dandy continues to focus on India with stylish, accessible custom shirts delivered via online fittings and traveling tailors, Sartoria Vienna targets the European premium market with a high-touch, in-store experience. Further, in a strategic step Hebenstreit will bring both brands together under a unified House of Brands strategy designed for international scale.
“Europe and India are fundamentally different markets – in how people dress, what they expect, and how they shop,” says Thomas Hebenstreit. “By building a House of Brands “Sartorial Collective”, we honor those market differences while creating a structure that’s investable, scalable, and designed for strategic growth across both regions.”
Hebenstreit also emphasized that most Indian fashion startups lack access to Western markets – limiting their global relevance and investor appeal. The new House of Brands model changes that. “We’re building a global platform while still providing the opportunity to invest locally in standalone businesses. Indian VCs can back the shirt dandy, or Sartoria Vienna only or invest globally – all while sharing long-term upside across the group.”
“By combining deep local insight with international ambition, and aligning resources through smart capital allocation, we’re creating something rare in custom fashion: a brand family that’s both culturally sensitive and structurally scalable,” says Hebenstreit.
To fuel the launch of Sartoria Vienna, Hebenstreit successfully closed a strategic angel round, bringing on board two new co-founders and securing over 2 decades of experience in the custom menswear industry. This has laid the foundation for an ambitious expansion strategy: after Graz, a physical store in Vienna is already planned for Q1 2026.
