Journal

How to tell a good tee from an expensive one
Six things you can check in a shop, in about ninety seconds, none of which require trusting the brand telling you about them. Read more...
Why we launched with one product
A single tee is a strange thing to build a company on. Here is the reasoning, including the parts that are inconvenient for us. Read more...
What GSM actually measures
The number every brand quotes and almost none of them explain — what it tells you, and the point past which a bigger figure stops being better. Read more...