Our vision is to create the world's best basics. We begin with the essentials first. The perfect t-shirt. A foundational piece of soft and high-quality fabric with the right fit, produced sustainably.

We're committed to providing high quality premium basics, ensuring customer satisfaction, and reducing our environmental impact through longivity and sustainable practices.

We value comfort, timeless design and high quality. In today's market, there's often little to no correlation between quality and price. Our value proposition is to change this. We believe in quality basics at a sensible price.