Since Marlon Brando donned a plain white tee in A Streetcar Named Desire, the humble T-shirt has become an utterly inescapable part of menswear, whether worn underneath another garment or on its own. While there are innumerable plain white tees out there, what there are not a lot of are sizes. To save on distribution and production costs, garment producers stick to a standard five-size XS-XL system, leaving those outside the standard sizes having to struggle with ill-fitting garments.
Swedish startup ASKET sets to change all of this with a bold new campaign introducing a whopping 15 sizes to the mix. Adding short and long options to the usual five-size system, the brand sets to offer good fitting tees to everyone, regardless of shape or size. Crafted from premium Egyptian cotton and with a keen eye on all the details, the brand’s direct-to-consumer model skips out retailers, offering a high quality product at a mere €30. The company claims their product is as good, if not better, than the €80-100 T-shirts offered by many of their competitors (the likes of Norse Projects and Acne Studios, for example).
The duo behind the label explain it better themselves in the video below. You can get familiar with the project over at its Kickstarter page.