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SUPERIOR QUALITY YOU'LL WANT TO WEAR EVERY DAY.

VERSATILE DESIGN SO YOU CAN.

Our obsession is simple: create the absolute best T-Shirt ever made, so that you have one less decision to make every day… what to wear.

As our closet contents grow so does the time spent each day figuring out what to wear. There is a reason why some of the most brilliant and successful people in modern history, from Einstein to Jobs, perfected the art of keeping their daily clothing choice to a minimum.

We designed our T-Shirt to serve those that strive towards that level of simplification, while also needing some flexibility to reflect the demands of their lives. Whether paired with shorts, jeans or a blazer, our T-Shirts will make sure you always look good, feel good and have one less decision to cloud your mind each day.

Knit-binding collar adds subtle elegance.
Not too thick, not too thin. 180-190 g/m2 of premium pima cotton perfection.

Uncompromising quality starts with sourcing the best cotton in the world and working with a factory that understands the importance of hands-on craftsmanship.

We only use 100% pima cotton, with an average weight of around 6oz per square yard and sourced from the country where it has its origins, Peru. We work with factories that meet internationally recognized standards and emphasize personal involvement in crafting our T-Shirts.

You will feel the difference. Guaranteed. 

SIMPLICITY.

WITHOUT COMPROMISE.

BORN FROM THE DESIRE TO LIVE BETTER BY FOCUSING ON WHAT MATTERS.

If you are going to do something, then do it well.

That usually requires doing less, not more.
Make less meaningless decisions so that you can make more purposeful ones.

What does this have to do with a T-Shirt? Everything.

It is the most basic article of clothing in a man’s closet.
To some, that also makes it the most expendable -
To us, that makes it worth perfecting.

Our obsession is to create a T-Shirt whose quality, fit and versatility means that you have one less decision to make every day.

Hopefully that little bit of reclaimed mind space helps you focus on what matters most… and then do it well.