I didn’t set out to start a shirt company. I set out to win my mornings.
For years, I was that guy sprinting between flights and back-to-back meetings, showing up with a wrinkled collar and a steaming guilt about the iron I never used. Sundays disappeared into “quick touch-ups” that were never quick. Hotel irons burned more shirts than they saved. I loved the confidence of a crisp shirt—but I hated the chore it required.
One late night in a hotel bathroom, trying to coax wrinkles out with a shower, I decided: there has to be a better way. That’s where this brand began.
I spent months with mills and pattern makers testing fabrics and finishes—hundreds of prototypes—chasing one goal: a shirt you can wash, hang, and wear. No ritual. No excuses. Just a clean, sharp look that lasts all day. We combined premium long-staple cotton with modern wrinkle-release technology and a touch of stretch for movement and breathability. Then we dialed in the fit: shapes that define the shoulders and chest while skimming the waist—so you look put-together without feeling restricted.
What we make:
- Shirts that don’t need ironing—ever.
- Breathable, sweat-smart fabrics that stay comfortable from commute to red-eye.
- Consistent fits (Slim and Classic) with real-world sizes and easy exchanges.
What we believe:
- Your time is valuable. Clothes should give it back to you.
- Looking sharp shouldn’t mean sacrificing comfort—or using harsh chemicals.
- If it isn’t better than what you own today, you shouldn’t keep it.
Our promise: if our shirt doesn’t become the easiest, sharpest one in your closet, send it back. No drama. I built this brand to solve my problem, and now it solves it for thousands of people who have better things to do than iron.
Here’s to more confident mornings—and never packing a travel steamer again.
— Blake