Our ApproachBetter By Design

Comfort should be accessible to all

That’s why we’ve made it our mission to democratize comfort.
And here's how we're doing it
  • 01.
    Premium Products
    We invest in the highest quality performance fabrics, smarter design and built-to-move construction to make category-leading products with unparalleled comfort.
  • 02.
    Fewer Dollars
    We keep operations lean and free from unnecessary costs so you enjoy premium comfort at wallet-friendly prices, 365 days a year.
  • 03.
    Better For All
    Carbon-neutral 3-day shipping, sustainable fabrics, inclusive sizing and a social mission to democratize comfort.

But let us break it down further

No middlemen, no unnecessary costs. With a spartan approach to doing business, we deliver better products and far greater value to you, our customer.

“Brand” Mark Up
Marketing
Other Operating Costs
Product Production and Delivery
$40
+
“Brand” Mark Up
- Inflate prices because of “brand”
- Create artificial exclusivity that they expect customers to pay more for
+
Marketing
- Celebrity endorsements, TV commercials, runway shows that you never watch, a flagship on 5th Ave… Guess who’s paying for all that? (Hint: it’s you)
+
Other Operating Costs
- Retail and wholesale partnerships
- Leasing prime real estate in malls across the country
- Tons of discarded inventory from last season
+
Product Production and Delivery
- Churn out seasonal products as quickly as possible
- Opt for cheaper materials to reduce costs and increase margins.
- Rarely pass down savings saved from economies of scale to customers.
Designer Labels
$30
+
“Brand” Mark Up
- Pad margins because Venture Capital investors are owed a high return.
+
Marketing
- Massive social media ad budgets
- Fancy packaging that costs more than the products inside.

These practices raise their product prices and only benefit their bottom line, not their customers.
+
Other Operating Costs
- An average of 1 in 4 products being returned contributes to high operating costs and product prices.
+
Product Production and Delivery
- Marginally improved products made as "good enough" substitutes masked by clever marketing.
Other DTC Brands
$15
+
“Brand” Mark Up
- No padded margins
- No brand recognition ‘surcharge’

We believe in pricing at the true value of the product for our customers’ benefit.
+
Marketing
- Real customer endorsements
- ONLY necessary packaging

We believe customers should pay for the product, not the hype.
+
Other Operating Costs
- Small production runs ensure we have very little waste and overhead.
- Streamlined return policy with return rates 10 times lower than the industry average.

Rather than keep these savings, we pass them back to you in the form of lower prices.
+
Product Production and Delivery
- Invest 2-3 times more on category-leading fabrics and materials
- No production shortcuts

This all adds to our production costs but it also results in best-in-class products at an exceptional value, and we wouldn’t have it any other way.
All Citizens
At the core of it all
1 Evolutionary - Always in pursuit of better through
continuous
collaboration

Co-creation with our customers (you) leads to better products made for you, by you

2 Man-kind - For all
kinds of
men and for
the good of all
mankind

Every body is different and we’re all about having options. We offer inclusive sizing and extended fits for all shapes and sizes.

Our mission of democratizing comfort doesn’t just end with our customers. Our For All Social Mission aims to empower communities and provide comfort for all.

Better retail is nothing without an unrelenting focus on quality and comfort. Find out what else goes into creating apparel that’s better by design.
Our Approach Better By Design

Fabric is everything, especially on garments worn so close to your skin.