We work with people who care about how their clothing fits. To help them build and manage a wardrobe that fits consistently. So that getting dressed each day becomes a dependable, low-friction routine.
We use standard and custom fit options to help people find the fit they're searching for. We then remember their fit (we call it their Fit Profile). So that shopping for clothes becomes easy and accurate in the future.
We take responsibility for how our business impacts people and the environment. Our efforts focus on the ethics around manufacturing and promoting healthy consumerism within our community.Learn more
We strive to keep everything simple. We want to create honest, useful, and ordinary clothing. Nothing is over-designed, and everything is designed to be used every day.
Told by founder Todd Shelton, starting from early inspiration to our purpose today.
Our story starts here
As a kid, I began to recognize that my clothing had the power to affect my day, both positively and negatively.
Later I realized it wasn't clothing related to self-expression (trends or fashion) that affected me. It was fit. If my clothing fit how I wanted, I started the day clear-minded. If it didn't fit how I wanted, I started the day distracted.
By high school, I figured if I could get my clothing to fit the way I wanted every day, I could solve the problem of my clothing ever being a distraction.
(I later learned other guys had similar thoughts about clothing, and I wrote about it here.)
The first product
After graduating college, I moved to New York City with a plan to learn enough about clothing to start this company. I found a job with a clothing company and enrolled at Parson’s School of Design to learn about making clothes.
Three years later, I released my first product. It was a white t-shirt. What made that t-shirt different was in-between sizes, sizes in-between S, M, L, and XL. I fell in-between sizes, and I knew other people did too. Today, in-between sizes account for half of our shirt sales.
To sell that t-shirt, I knew I couldn't sell to stores. I had to sell directly to the people who would wear it. Stores wouldn't want to inventory twice as many sizes, and their employees wouldn't be prepared to work with fit-minded customers. So I sold at street markets in SOHO, any weekend above 45 degrees, for three years.
In 2006, I launched my first online store.
For the first eight years, I outsourced manufacturing. But I realized outsourcing didn't give us the flexibility or control to solve fit problems for people. So I built a factory in New Jersey.
Our seamstresses shipped their first product in August 2012, jeans.
Now all of our products are made inside our East Rutherford, NJ factory.
With the collection, I limit the number of fabrics offered within a category. I only offer what I believe is the best fabric for a specific product.
Limiting fabrics does a few things:
1. It makes decisions easier for the customer.
2. It gives us confidence that we're only offering our best product.
3. Keeps fit consistent (because different fabrics fit differently).
Don't change the product
Change is necessary for most things in life (you knew that). But I've learned that men's clothing does not have to change, and I wrote about it here. I believe the constant change in men's clothing is wasteful and frustrating for customers.
I design clothing that doesn’t rely on sending economic and societal signals. I resist logos and trends that can separate people into tribes. Instead, I lean on timeless style and minimal design to create a culturally-neutral aesthetic that can transcend generations and worldviews.
Our purpose today
Today, our work aims to save time and mental energy for people who care about fit by eliminating the distractions caused by inconsistent fitting clothing.
Thank you for reading. I hope this story can help you relate to why I started this company, how we operate, and the purpose of our work going forward.