Tailor-Made

My father had an unusual custom, when I was a boy. If he ever bought clothes -- say, a suit or a shirt -- he would first leave the shop to view it under natural light. I now need to have something tailor-made. I sent the tailor the shade via e-mail, together with the hex number, which is absolutely precise. He replied, "Pics are of no use as the lighting affects the shade." I should please come in. OBSERVATION: In my father's day, though, there weren't the supermarkets that there are now. They would be much smaller outfitters.