On Thursday night in Brooklyn, N.Y., Scoot Henderson will walk across the Barclays Center stage, shake commissioner Adam Silver’s hand and realize his dream of becoming an NBA draft pick. All eyes will be on the 6-foot-2 guard, who is slotted by most as the second- or third-best prospect in the draft and a potential All-Star. A segment of the audience will be intrigued by what Henderson will be wearing, too.

The NBA draft is not only a popular television show and appointment viewing for diehard basketball fans. It is also a fashion show of sorts, where people pay attention to players’ suits and clothing choices and debate on social media who has style. There’s even a red carpet show for players before the draft similar to those found before Hollywood awards shows.

This year, Henderson is one of 11 NBA draft prospects who are partnering with Indochino, a custom apparel company that specializes in men’s suits but also offers shirts, outerwear, women’s clothes and other items. Other prospects who have deals with Indochino include projected lottery (top 14) selections Cam Whitmore (formerly of Villanova), Gradey Dick (Kansas) and Dereck Lively II (Duke).

Henderson and the others will be wearing Indochino suits, which they customized. Indochino, for instance, worked with Henderson, his sister, China, and a seamstress in his hometown of Marietta, Ga., to hand sew more than 600 stones on Henderson’s suit jacket. Indochino and Henderson will also partner on an initiative, dubbed “Scoot’s Suits,” to provide suits to children in Marietta or the city where he will be playing professionally. Henderson’s parents and other family members will be wearing Indochino clothing at the draft, as well.

“The NBA draft has become kind of a tent pole event for us,” Drew Green, Indochino’s chief executive and president, said in an interview. “We kind of feel like these young athletes have worked their entire life and live an inspired life. They had a dream, they had a goal and they worked their butt off to get there. Those are the type of people that we want to align the brand with.”

Indochino has been partnering with NBA draft prospects for a few years, including in 2019 when former Duke star R.J. Barrett drew attention for wearing a pink suit when he was selected third overall by the New York Knicks.

Indochino begins developing relationships with top prospects in high school and college, partnering with schools and providing them suits. The company has deals with a few NBA G League teams, including the G League Ignite team that Henderson played for this past season. Henderson averaged 16.5 points, 5.4 rebounds and 6.5 assists in 30.7 minutes per game. Indochino also has had deals with dozens of professional franchises and hundreds of athletes.

“We’ve got a team that really focuses on (sports partnerships) 365 days a year,” Green said.

Green said the company does not have a set amount of dollars it spends on sports in a given year, but he noted that Indochino invests about 10% of its sales into marketing via channels such as Google, Facebook, display media, radio and podcasts advertisements.

Indochino has generated more than $100 million in revenue since 2018 or 2019, according to Green, who said the company had a record year in 2022 and a record quarter in the first quarter of 2023 in terms of revenue and profit. Over the past few years, the company has raised more than $100 million from investors such as Madrona Venture Group, Porchlight Equity, Mitsui & Co. of Japan and Dayang Group of China. Green is the company’s largest individual shareholder.

Indochino was founded in 2006 and sold its clothes exclusively online until late 2014 when it began opening retail stores. When Green took over as CEO from company co-founder Kyle Vucko in December 2015, Indochino expanded its offline retail strategy.

Today, the online channel remains a big component of Indochino’s business, but it also has 86 stores/showrooms in the U.S. and Canada where people set up appointments and work with so-called style guides who take measurements and provide recommendations on the fabric, buttons, lining and other features of the clothes. In addition, Indochino has shops in 28 Nordstrom stores.

Green said Indochino plans on opening at least 10 more showrooms next year. Before the coronavirus pandemic began in March 2020, the company expected to open stores in other countries such as Australia, Japan and the United Kingdom, but “that’s still a couple of years away at this point,” according to Green. However, Indochino typically receives online orders from and ships to more than 50 countries each year.

Indochino was founded to serve younger customers who were comfortable shopping online and wanted a more affordable suit and to customize their clothing. While the company has expanded its customer base to older people, the younger generation remains a major focus, which is a reason why the NBA draft is a good match, according to Green.

“We’re connecting with a fan base that fits our (younger) demographic,” he said. “We feel like the NBA draft spans across multiple demographics, but for sure (marketing to a younger audience) is one of the reasons we’ve leaned in so much.”