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Ideation & Design

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 We set out to create an interpretation of the modern uniform that represented our values. After considering the most essential items in a man’s wardrobe, we decided to start with an American icon, the white crewneck t-shirt.

A white tee doesn’t need to be reinvented every season, so we are focused on getting it right before moving on. Our singular focus allows us to completely immerse ourselves in the fit, fabric and construction, leading to a product that will look as good in ten years as it does today.

Because the t-shirt has been done so many times, the easiest way to make our garment stand out would be to do something bold, but what we really wanted to do was pay attention to the subtle details. We’re always looking to simplify, so each adjustment has to add value and be done very consciously.

NEXT: Sourcing & Fabric