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Button-Down Lowdown

Fashion entrepreneurs create the perfect button-down shirt — for women

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double r, custom clothing
Gray oxford tailored cut with white back ($225). Photo courtesy of Double R
Double R, Custom Clothing
Red and white gingham tailored cut ($195). Photo courtesy of Double R Courtesy of Double R, Custom Clothing
double r, custom clothing
Black tuxedo "Penelope" shirtdress ($495). Photo courtesy of Double R
double r, custom clothing
Double R, Custom Clothing
double r, custom clothing

A well-fitting button-down shirt is just as essential to a woman’s wardrobe as a little black dress or flattering pair of jeans. Until recently, however, men had all the luck with button-downs in general and custom shirts in particular. But Ravi Ratan and his wife, Jen, are changing that with a new custom shirting venture called Double R by Ravi Ratan.

Ratan, a Dallas fashion entrepreneur and co-founder of Q Clothiers and Rye 51 (with stores in Dallas and Houston), as well as the successful Cufflinks.com, was on vacation with his wife and two daughters when he began discussing his ideas for the new brand.

 “For women, who spend so much time and money yet still end up with ill-fitting garments, custom clothing has not really been accessible in an easy, non-intimidating format.” 

“Men have been enjoying hand-tailored, expertly fit clothing for hundreds of years,” he says. “But for women, who spend so much time and money yet still end up with ill-fitting garments, custom clothing has not really been accessible in an easy, non-intimidating format.”

With Double R, clients can go online and choose from a variety of cuts, including the classic and contoured tailored fit; the boyfriend fit, a relaxed silhouette with a longer tail length; a sleeveless pullover with a keyhole back and longer tail; or a seasonal tunic. There are shirtdress options as well.

The garments are designed to fit perfectly — without the usual problems associated with those bought off-the-rack. “They are cut from a unique pattern that is based on each woman’s unique measurements,” Ratan says. “There is a snap at the bust to prevent gapping and darts through the back to flatter all.”

Double R also offers a powerful fit guarantee. If it doesn’t fit exactly as promised, the company will make any necessary adjustments at no charge. If the shirt can’t be altered, they will remake it for free.

The Shirts, which start at $165, can be purchased online, but first-time customers living in the Dallas area are encouraged to schedule a fitting at Ratan's design studio to take advantage of the personal tailoring services offered before placing their orders.

“Jen jokes it took a wife, two daughters and three female dogs to open our eyes to women’s wear,” Ratan says. “In this newest venture, our mission is to offer the same tradition of fine tailoring to women that has been available to men for centuries.”

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