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He's not the only one... Doesn't GW do it as well?
And I think a few other makers.
And some makers will push back on public inquiries asking for "bespoke" jackets, but will do exactly that if you pay them the premium or are a good customer. They will custom build you a jacket based on your own measurements, in a chosen leather with chosen liner, with a certain pocket config, etc., etc. It's just not what they market or traditionally do. Of course, some stick to their guns and only alter length, sleeves, etc., if that. Either way, it ain't bespoke, perhaps "bespoke by correspondence" or "bespoke light".