Our story
Most brands tell you a t-shirt is premium and stop there.
We list the fabric, the weight, the fit and the model’s measurements on every product — because those are the four things that decide whether it will fit you and how long it will last.
- Fabric weights
- 240–240 gsm
- Fully specified
- 13/13
- Cut and sewn
- India
- Run size
- Limited
Why the specifications
Buying clothes online is mostly guesswork. A photo tells you what something looks like on a model whose measurements you don’t know, in a fit that isn’t named, in a fabric described as “soft”. Then it arrives, and it’s thin.
The fix isn’t better photography. It’s telling you the number. We only provide quality 240gsm tees — one weight across the entire range, so what you are choosing between is the print and the fabric, never whether this one happens to be thinner than the last. The GSM sits on every product page, next to the fit and the fabric, in the same place every time.
It makes some of our products look expensive next to a thinner competitor. We think that’s the point.
How we make it
Everything is cut and sewn in India, in runs small enough that sizes sell out. That isn’t a scarcity tactic — it’s what a small brand can commit to without ending the season sitting on stock it has to discount.
Every tee we make is 240gsm. One weight, two fabrics — the difference between them is construction, not thickness.
The graphics line — terry cotton
A looped construction with enough body to carry a dense screen print without the fabric showing through from behind, and enough structure to keep its shape after a year of washing.
The basics — combed jersey
Combed, so the short fibres are removed before spinning and the surface stays smooth instead of pilling. Cut for everyday wear rather than for a photograph.
What we don’t claim
We’re not going to tell you a t-shirt is sustainable because we haven’t audited a supply chain end to end, and saying so without the work is just marketing. What we can tell you is where it was made, what it’s made of, and how much it weighs.
Every product page carries the full specification.