Money isn't enough to buy a 18 lakh jacket from this brand. You need to fill a questionnaire

Unlike most luxury brands that thrive on exclusivity through scarcity, Bode’s approach is different. (Image credit: Bode/Instagram)

When vintage shop owner Chandler Lesesne West got married in April, her husband skipped the tuxedo. Instead, he wore a corduroy jacket hand-painted with images that told their love story — from the five cats they share to the purple wisteria flowers from their wedding venue. The price tag? $2,100 (about Rs 18.6 lakh).

The jacket wasn’t a DIY project. It came from Bode, a luxury fashion brand that has turned its bespoke Senior Cord pieces into status symbols, Business Insider reported. Founded in 2016 by Emily Adams Bode Aujla, the label is known for blending modern silhouettes with heritage techniques like quilting and mending. Its Senior Cord collection, launched in 2018 and inspired by a 121-year-old Purdue University tradition, skyrocketed in popularity after singer Harry Styles wore a custom pair for his Vogue cover in 2020.

The catch: You can’t just buy it

Unlike most luxury brands that thrive on exclusivity through scarcity, Bode’s approach is different. Anyone can order a custom Senior Cord jacket — provided they’re willing to share their life story.

After placing an order online, customers receive an extensive questionnaire asking about hobbies, favorite movies, lucky numbers, family, and personal milestones. Designers then translate these details into hand-painted illustrations on the jacket.

For West’s husband, the result was a jacket adorned with fairies resembling the couple and symbols of their shared life. For Mac Bass, a 32-year-old copywriter, it meant a jacket featuring his favorite hockey team’s logo, his wife’s name, and even New York's Empire State Building styled like a black-and-white cookie — a nod to his Jewish heritage and New York roots.

“I think my favorite one is the subtle Empire State Building design,” Bass told the publication. "Every time I wear it, I'm shocked by how many people come up to me.... Even people who don't know Bode ask me, 'Did you do that yourself?' And I'm like, 'I wish."

A growing cult favorite

Bode’s made-to-order business grew 120 percent in 2021, according to Business of Fashion. The brand has since opened a Paris store, launched a Nike collaboration, and even staged a runway show during the Super Bowl.