To grow its customer base, Singapore made-to-measure clothing brand CYC Custom Shop has relaunched itself as CYC Made to Measure.

With a heritage of more than 80 years, CYC has been regarded as relevant and appealing only to statesmen and the older generation, says DIA Brand Consultants, which believes the new name will encourage new, younger customers while sustaining the loyalty of its long-standing clientele.

CYC Made to Measure MD Fong Loo Fern says DIA was lead consultant for the rebrand, which was timed to complement the launch of the flagship store at Capitol Piazza.