Super Staples: Why You Should Pay More For Your Wardrobe Basics

 There is currently an ad for a t-shirt company asking "Can a t-shirt really be worth it?" 

It is remarkably out of date. It's now possible to spend double or even triple digits on a shirt, and it's one that doesn't have a flashy name or flashy graphic.

Not long ago, of course, even the most devoted horse bought, say, plain white shirts in sets of three. When they lose their shape or become discolored, it doesn't matter, just buy another pack.

It doesn't sound so smart now. A heightened awareness of sustainability that, for some at least, has underscored the idea that treating any garment as disposable is ethically questionable - a whopping 87% of all discarded textiles end up incinerated or landfilled, and it's just fast fashion and high prices. which even allows you to consider a disposable garment. Surprisingly, in the UK we spend a billion years on clothing that is worn once before we throw it away.

Brands like Asket champion slow fashions and produce high-quality essentials designed to last.

But there is more than ecological thinking. Now come in people like Colin Campbell. He is the founder of Sunray Sportswear, a young British brand loved by connoisseurs who make their excellent T-shirts and sweatshirts in Japan, and established by the former PT Army instructor in part out of desperation.

"I just couldn't find a great shirt anywhere, and I really tried," he says. “It seems that brands in general think that 'basics' like a t-shirt should be part of a collection, but they are invariably marginalized from any real attention. And they also suffered a race to the bottom. Therefore, the market for quality commodities has been ignored. Even the word "basic" prevents people from spending where it counts. "

Commodities like socks and underwear have long been considered disposable and not worthy of investment, but brands like Hamilton and Hare are changing that perception.

However, it can be argued that there is a growing awareness of the idea of ​​investing in buying: that paying more for a product because it will last longer and work better makes sense, above all. When this is the type of product you are looking for again and again. Traditionally, this approach has been more comfortable within the menswear arena, because menswear has been slower to adopt seasonal trends.

The problem arose when this logic was applied to what have long been considered staples: T-shirts, sweatshirts, underwear, socks - those garments that are often difficult to enthuse, especially since they have historically been hidden under other garments. . , which encourages reluctance to pay more than is absolutely necessary.

Men are willing to pay more for the basics as they have become an essential part of their look, be it chic or casual.

"But I think men are going to pay more for basic items like these," says Alessandro Sartori, Zegna's artistic director. “And that's because basics play a much bigger role in men's fashion now, as we dress more and more casually. I don't remember the last time I wore a shirt with a suit, for example. I'm wearing a t-shirt. But I know it looks bad if the shirt is not up to the costume.

Denim has gradually helped us to understand this way of shopping: what, once again, was considered an article of daily use, underwent a revolution in which, thanks to decidedly specialized and obsessive denim bosses, the appreciation of the quality of the fabric, the dye, the fit. and the details of a pair of jeans have become common. Paying £ 150, or even £ 300, for a pair of jeans doesn't seem as crazy as it once did now that, thanks in large part to the internet, we have a better understanding of the craft that made them. In recent years, we've seen the simple white sneaker undergo a similar high-end overhaul.

A Sunspel t-shirt has long been considered the pinnacle by industry insiders.

We are now seeing the same kind of review and better understanding applied to t-shirts and hoodies as well. For example, we obtain a t-shirt made by means of a tubular fabric process (which makes it seamless on the side and therefore more comfortable against the skin), or which is made by means of the loop-wheel technique (which allows a sweatshirt to a maintenance of his f

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