Our Story

Our Story

Founded in 2012, George & King was born out of the sheer amazement at how difficult it was to buy a suit off-the-rack that actually fits, is genuinely well-made, and doesn’t cost a fortune.

We believe every man should have access to clothing that is sustainably sourced, ethically produced and perfectly fitted.

In 2018, George & King combined with InStitchu—two of Australia’s leading custom, tailored menswear brands have joined forces to offer an exceptional custom, tailoring experience.

You can now shop George and King by InStitchu at your nearest InStitchu Showroom where you can peruse the premium G&K Collection, get measured by an expert Stylist and enjoy a fine whisky on us.

The Fabric

Our Vision

It's amazing how much the right suit can transform a man, both in terms of his self confidence and how he is perceived by those around him. We envision a world where every man can experience the unbeatable feeling of a custom, tailored suit, without breaking the bank, and without the stress and hassle of high-street shopping.

If we had our way, every man will have access to his own Style Concierge, on-call to help him build a wardrobe of masterfully tailored made-to-measure suits and shirts that combine luxurious fabrics with personalised details to capture his individual character.

The Fit

Raison d'être

George & King by InStitchu was born out of sheer amazement at how difficult it is to buy a suit off-the-rack that actually fits, is genuinely well-made, and doesn’t cost a fortune.

The Quality

Our Mission

To revolutionise the way men shop.

Our mission is to revolutionise the men's retail industry by providing every man with local & convenient access to their very own Style Concierge, who will deliver affordable, personalised, high-quality custom clothing that fits perfectly.

The Details

Media Relations

Campaign imagery & logos are available for editorial use. Custom suits and shirts are available for media and celebrity dressing, by request.

The Guarantee


In 2018, George & King joined forces with InStitchu, Australia's leading custom, tailored menswear brand. George and King by InStitchu's head office is located in Sydney, Australia.

Level 1
18-20 York Street
Sydney, NSW
2000, Australia.

Ready to Go Custom?

Book your obligation free fitting with a Style Concierge.