Fewer pieces, picked properly

We are a small online shop with one idea: most wardrobes need the same couple of dozen basics, and most of the work is in choosing the right version of each. So we keep a short list, publish the fabric weight and the drawbacks of every piece, and leave the logos off.

How a piece gets on the list

Worn, washed, measured, then picked

Before anything goes on sale, samples are worn for a few weeks and washed at least ten times at the temperature on the label. We measure them before and after, note what shrank, pilled, faded or stretched, and decide whether we would still buy it. Most samples do not make it.

The ones that do get a product page with the fabric, its weight in grams per square metre or its knitting gauge, the pattern it was cut on (women’s, men’s or unisex), where it was made, and a “worth knowing” note with the main drawback. If we could not write that note honestly, the piece would not be here.

That is also why the range is small: 26 pieces across five shelves. When something better comes along, the older version goes.

A stack of folded knits in cream, camel and oatmeal on a white bed

Why no logos

Nothing on the outside

Nothing we sell carries a logo, a printed or embroidered wordmark, a patch or an outside label. Inside the neck or waistband there is a plain fabric tab with the size and the care instructions, and that is all.

We also do not sell versions, copies or “inspired by” takes on any other brand’s designs, and nothing in the range is described by comparison to another label. A plain crew-neck tee is a plain crew-neck tee; the reason to buy ours is the cloth and the cut, which are written down.

What we will not claim

That anything will last forever, that a fabric is “anti-pilling”, or that a piece is the “best” in some absolute sense. The name is about picking carefully, not about a ranking. Our commitments are specific: a 30-day return window and a 1-year guarantee on seams, buttons and ribbing.

Plain white tees hanging on black hangers on a rail

Four things on every page

The same four facts for every piece, so you can compare a tee with a tee and a knit with a knit.

Weight or gauge

Grams per square metre for woven and jersey fabrics, gauge for knits. A 240 gsm tee and a 180 gsm tee are different garments, whatever the photos look like.

The pattern

Women’s, men’s or unisex. It describes the shape - shoulder, chest, length - not who is allowed to wear it.

Where it was made

Portugal, Italy, Scotland, India, Peru and Türkiye at the moment. The country is on every page.

The drawback

Merino pills, linen creases, black fades, cotton knit grows when wet. You read it before you buy, not after.

Ask us

Not sure about a size?

Send your chest or waist measurement and the name of something that fits you well, and we will suggest a size — including when the honest answer is that a piece will not suit what you want.

Write to us