How do you feel about the basics? Do plain shirts and pants bore you, and more importantly, would you drop serious cash on solid, monochrome pieces that may not turn any heads?
Asket.
Many people are used to grabbing packs of white tees (3-5 at a time), wearing them until they’re worn out, and then restocking. But this habit is getting harder to justify. The fashion world has become more focused on “sustainability.” Even fast fashion brands like H&M and Zara are pushing campaigns that promote it, highlighting the environmental concerns tied to fashion waste.
Sunspel.
That’s just one angle. Let’s say you’re after high-quality basics. The reality is that while many brands carry simple clothes, they often don’t put much effort into them. Instead, they pour resources into bolder, eye-catching pieces that quickly capture customers’ attention.
ISTO.
So, what about paying extra for something built to last? This logic seems fitting in men’s fashion, where trends evolve at a slower pace. But when it comes to essentials like t-shirts, sweatshirts, socks, and underwear, it’s controversial. Traditionally, these items have been considered “secondary,” making it tough to justify a higher price tag.
“But I think men are ready to invest in basics,” said Alessandro Sartori, Artistic Director of Zegna, in an interview.
“Basics are becoming more essential to men’s style as we move toward casual comfort. It’s been ages since I paired a suit with a dress shirt. Now I choose a t-shirt. And it’d be a mistake if that t-shirt wasn’t as well-made as the suit on top.”
The internet has helped us understand the value of materials and craftsmanship, letting us “weigh” and compare basics – like tees, jeans, or plain sweatshirts – that might look identical but offer different qualities. Skeptical? Just think of how the humble white sneaker got an upgrade, with brands now focusing on minimalist designs that emphasize materials and the experience they provide.
Perhaps we should call these “new basics,” though they’re not for everyone. At first glance, they don’t seem different from more affordable options. If you’re after something that turns heads, look elsewhere. But new basics offer a tactile experience, crafted with carefully selected materials and thought-out fits that you really feel when you wear them.
To some, it’s just a tee, and “buy less, buy better” might feel like advice for those with deeper pockets. But when it comes to “expensive” versus “worth it,” those who appreciate the difference will get it 😉.
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