The new campaign follows four friends through one weekend, making the case that great tailoring should carry you through the whole season.

VANCOUVER, BC, Sept. 10, 2026 /PRNewswire/ — INDOCHINO, the made-to-measure menswear brand with a growing network of showrooms across the US and Canada, has unveiled Hold the Room, its Fall/Winter 2026 campaign and collection. Told across three chapters, the campaign follows four friends from a gray afternoon arrival to a formal dinner on the last night, spotlighting made-to-measure suits, formalwear, and overcoats built for a season of evenings, not just one occasion.

“Fall and winter are the seasons you actually spend time with people, low light, good company, long nights in,” said Drew Green, President and CEO of INDOCHINO. “That’s exactly where we wanted this collection to live, and our product team built it with that exact idea in mind. Most tailoring gets sold for one event, a wedding, an interview, a gala, and you wear it once and you’re done. We wanted to make a different case. A season isn’t a moment. It’s a run of long evenings, and the tailoring that actually matters is the stuff that holds up for hours, in more than one room.” Those pieces are asked to work across a whole weekend and in front of the people who know the wearer best, not just for a single image.

A Weekend Told in Three Chapters
The campaign unfolds across three settings, each showing tailoring at a different hour of the weekend.

Arrival opens on the street. Four friends arrive separately on a flat gray afternoon, overcoats on and umbrellas up, tailoring doing its job in the rain.

The Lounge moves into evening. Golden hour turns to lamplight, jackets open, fine knitwear layers under tailoring, and the group settles in for the warm, unhurried center of the weekend.

Formalwear brings the weekend to its peak. Partners join the table for a formal dinner, dinner suits under candlelight, composed and still where the lounge was loose.

Told in order, the three chapters form one evening that builds, carrying the wearer from a wet street into the best room of the night.

Fabric First
The collection is led by fabric. Color and depth separate the four friends featured in the campaign, while consistent structure lets the fabric carry the story. The palette draws on midnight, gray, green, and rust, grounded by warm leather, brick, and low light. The collection includes a Guabello flannel from INDOCHINO’s European collection, woven in Biella at a mill founded in 1815, along with Italian fabrics in tonal glen check and diamond twill, and a soft wool check built to move from street to evening. “Our product team led with fabric first and let the styling follow,” said Green, “because a custom suit made from the right fabric for the moment speaks for itself.”

Frequently Asked Questions
What is Hold the Room?
Hold the Room is INDOCHINO’s Fall/Winter 2026 campaign, following four friends through one weekend of tailoring, from a street level arrival through an evening lounge to a formal dinner.

Who is featured in the campaign? 
Four friends carry the campaign together rather than a single model, reflecting the idea that the season is about company, not a single image.

What fabrics are featured in the collection?
The collection includes a Guabello flannel from INDOCHINO’s European collection, woven in Biella at a mill founded in 1815, along with Italian fabrics in tonal glen check and diamond twill, and a soft wool check built to move from street to evening.

Who is Drew Green?
Drew Green is INDOCHINO’s President and CEO. The Hold the Room campaign was developed by INDOCHINO’s product & brand team under his leadership.

Where can customers shop the Hold the Room collection?
The collection is available now at INDOCHINO showrooms across the US and Canada and at indochino.com.

Who can I contact with questions about this announcement? 
For PR and partnership inquiries, contact pr@indochino.com.

About INDOCHINO
Founded in 2007, INDOCHINO is a global leader in made-to-measure apparel, operating a growing network of showrooms across the United States and Canada alongside a robust e-commerce platform. The company delivers custom suits and accessories crafted to precise measurements, combining personalized service, accessible pricing, and scalable operations to modernize the tailoring industry.

For more information, visit www.indochino.com and follow INDOCHINO’s social media channels. 

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SOURCE Indochino Apparel Inc.