There’s a serious menswear push happening on Newbury Street. And it’s targeting a certain swath of the non-window-shopping demographic.

On July 23, custom suiting company Indochino will open a permanent shop there between Berkeley and Clarendon streets, joining the likes of niche, boutique brands such as Ball and Buck, Ministry of Supply, Frank & Oak, Alton Lane and others.

“Newbury and shopping are synonymous. It is encouraging to see menswear companies coming to Newbury that share the same core mission: quality products with a conscience,” said Michael Phillips, president of Jamestown, a real estate and investing firm that owns The Newbury Collection – a consortium of 28 brownstone buildings in and around Newbury Street comprising 51 retailers, including Indochino.

“There was a need for additional mens fashion in the neighborhood, and we believe the innovative take on menswear, combined with the historic nature of the neighborhood, and established reputation of the collection, will make for a really unique shopping experience,” Phillips added.

Companies like Ball and Buck and Ministry of Supply have, indeed, become innovative mainstays of the Back Bay menswear scene, hosting events and expanding to other cities in their continued push to bring sartorial refinement to the masses.

Indochino, for its part, is coming off a big year; in the past 12 months, the company has opened showrooms in Toronto, Vancouver, New York, San Francisco and Philadelphia. Boston marks the sixth; the plan is for a total of ten by the end of the year.

For Jamestown, these three brands most prominently represent a targeted focus toward what they’re calling “the new urban male” – guys who like looking good, know what they want and where to find it.

“Each of the three brands mentioned not only sell quality apparel, but they each have their own unique and steadfast mission behind what they create,” said Phillips.

Newbury Street, that is, isn’t just for luxury-brand-seeking tourists anymore. Gone are the days when it should conjure shudders and comparisons to the likes of Faneuil Hall. Yes, it’s crowded. But know where to look and it’s a whole lot more.

It’s a place where citydwellers can (now) get suited up in custom sharkskin, find their new favorite NASA-inspired dress shirt or a pair of camouflage New Balance sneakers not available anywhere else. Take all this, add larger brands like Gant, Vans, Converse, Patagonia, Levi’s, Barbour and more–not to mention nearby sneaker spot Bodega–and it’s become a can’t-miss menswear meld of old and new, tech-forward and legacy offerings.

And that’s OK with me.