For us, finding a “perfect” t-shirt meant one less decision each day. It is undeniably the most versatile article of clothing a man can own, not just based on pairing-options, but also in that it never goes out of style (at least in its most classic form). The key of course was finding a t-shirt whose qualities were so great, that they eliminated the need for considering anything else. Only then, is a decision truly eliminated.
Instead of seeing returns as a necessary expense that has to be managed, we look at our return policy as a way to encourage folks, who are on the fence, to experience our Ts first-hand. On the surface, our approach to returns looks similar to those of other competing t-shirt companies… but just as we seek to disprove the “a t-shirt-is-just-a-t-shirt” argument, it’s clear that “free returns” are not always free...
We love a great deal… and that’s why we hate so-called sales! If you think of value in these terms: what something is worth versus what something costs, then the key variable is determining the personal ‘worth’ of what you are buying. In essence, when an item is ‘on sale’, you are allowing the company selling you the product to tell you what it’s worth and then pushing you to buy because they are offering it below that price.
Give your customers what they want. We believe in this rule yet we find ourselves intentionally breaking it when it comes to expanding our offering beyond our basic core T-Shirt.We are flattered by the requests we have received for other clothing items, different t-shirt styles and Ts designed for women. Expansion seems like an obvious route for any business yet we remain stubbornly committed to sticking to the same style T.
Turns out, there are many people who have a very visceral reaction to the idea of a $37 t-shirt. What makes the issue a bit more complicated for us is that we completely understand the initial response and would share the same skepticism if roles were reversed. While our focus on quality is front-and-center of every decision we have made in creating ‘If… Then Well’, few companies would claim otherwise of themselves...
We launched ‘If… Then Well’ on January 20th, 2020. The journey towards that point began more than two years ago. While we wish we could say that creating the ‘Perfect Men’s T’ was a lifelong dream, our initial step was fueled much more simply by the desire to start a company of our own, without a clue of what it would be.
We often struggle with how we present our company in relation to the term ‘minimalism’. On one-hand, we originated from a decluttering effort to only own things truly worthy of our appreciation. On the other, we are selling an article of clothing that is arguably one of the most over-produced in the world…
Sustainability was never a key objective when we started our T-Shirt company. Our company was born out of the desire to make the absolute best T-Shirt in the world. In a fortunate turn of events, satisfying our selfish needs ended up being responsible as well.
