Shipping Protection

$ 0.74
$ 150.00

Other brands

Shipping Protection

$ 0.74
$ 150.00

Other brands

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Free 30-day return on your 1st item in each product category (e.g., undies, t shirts, dress shirt). Mix & match risk free!

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Order 2+ in the same category (e.g., 3 undies): return/ exchange deductions apply. Try 1 first before buying more

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Fewer returns = lower costs for us = lower prices for you. We call it our sustainable returns guarantee

List of all product categories:

1. Underwear - all underwear ranges, styles, fits and fabrics are considered the same product category. This means all:
- Ranges: Elite, Elite Air, Apex, Re:Luxe, Tactical, Endurance
- Styles: Boxer Brief, Longer Boxer Brief, Trunk, Briefs, Boxers
- Fits: Standard, Athletic, Longer
- Fabrics: Re:Luxe, Compression, Luxe
are considered the same product category

Just order 1 unit first and get a free return. When ordering 2 or more pairs, neither gets a free return or exchange.

Intimate items such as underwear and socks cannot be resold once worn due to hygiene and health code policies. Because of this, we can only process a refund for 1 pair of underwear and socks that have been taken out of their packaging only if you order 1 pair. But don't worry, we have a very accurate fit guide that usually gets it right the first time. When ordering 2 or more pairs, neither gets a free return or exchange.

2. Button Up Shirts in all styles, fits and fabrics are considered the same product line:
- Dress shirts
- Short Sleeve Button Ups

3. T Shirts in all styles, fits and fabrics are considered the same product line:
- Essential
- Runweight
- Crew Neck
- V Neck
- Short sleeve
- Long sleeve

4. Polos in all styles, fits and fabrics are considered the same product line:
- Short sleeve
- Long sleeve
- Lightweight fabric
- Other fabric

5. Undershirts in all necklines are considered the same product line:
- High V
- Deep V
- Crew Neck
- Airweight
- DryShield

6. Socks in any fit or style are considered the same product category

7. Training Shorts are all considered the same product category:
- Titan - Locked In
- Contender
- Heavyweight

8. Chino Shorts

9. Backpacks

10. Duffle bags

11. Small bags

12. Water Bottles in any size are considered the same product category - 25oz
- 32oz

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Here’s a secret most brands don’t want you to know

What makes premium apparel premium? Is it the quality of the fabrics, materials and designs, or is it artificially inflated prices?

Most premium apparel brands sell basic underwear for +$35 and dress shirts for +$130 when they cost a fraction to make. And you may have noticed that these same brands used inflation and rising costs as cloud cover to raise their prices 15 - 30% despite the actual inflation rate being considerably lower.

But why?

Because these businesses prioritize making more money for themselves and their shareholders rather than delivering more value to their customers. This leads them to spend more money on marketing to sell an “aspirational lifestyle”, bolster their margins by lowering product quality and cutting costs, and create a false sense of exclusivity to justify their high prices. How else can you convince someone to spend more money on clothes that have fewer features, less performance, and ultimately less comfort?

Overview
“Brand” Mark Up
Marketing
Other Operating Costs
Product Production and Delivery
$42
+
“Brand” Mark Up
+
Marketing
+
Other Operating Costs
+
Product Production
and Delivery
$32
+
“Brand” Mark Up
+
Marketing
+
Other Operating Costs
+
Product Production
and Delivery
$18
+
“Brand” Mark Up
+
Marketing
+
Other Operating Costs
+
Product Production
and Delivery
Traditional Designer Labels
Other DTC Brands
All Citizens
Inflate prices because of “brand”

Create artificial exclusivity that they expect customers to pay more for
+
“Brand” Mark Up
Pad margins because Venture Capital investors are owed a high return
+
“Brand” Mark Up
No padded margins

No brand recognition ‘surcharge’

We believe in pricing at the true value of the product - customers first, always
+
“Brand” Mark Up
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)
+
Marketing
Massive social media ad budgets

Fancy packaging that just gets thrown out immediately anyways

These practices raise their product prices and benefit their bottom line, and their customers are stuck footing the bill
+
Marketing
We believe customers should only pay for the product, not the hype
+
Marketing
Sell to retail and wholesale partners who in turn add a markup

Lease prime real estate in malls across the country

Tons of discarded inventory from last season
+
Other Operating Costs
An average of 1 in 4 products being returned contributes to high operating costs and product prices
+
Other Operating Costs
Small production runs ensure we have very little overhead and waste

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
+
Other Operating Costs
Churn out seasonal products as quickly as possible

Opt for cheaper materials to reduce costs and increase margins

Rarely pass down savings from economies of scale to customers
+
Product Production and Delivery
Marginally improved products made as “good enough” substitutes masked by clever marketing
+
Product Production
and Delivery
Invest 3 times more than competitors on category-leading fabrics and materials

Work with expert craftsmen

No production shortcuts

This all adds to our production costs but it also results in best-in-class products, and we wouldn’t have it any other way.
+
Product Production
and Delivery

This inspired the creation of All Citizens and our lofty mission of democratizing comfort. We set out to make premium products at more accessble prices with sustainability and social impact at our core.

We’re pursuing a more utilitarian and spartan approach to retail - no inflated prices because of “brand”, no discounting games or waiting around for coupons - just better products at better prices all year ‘round.

Welcome to better retail.