The building block of ensembles ranging from sofa-slouchy to smart-casual, the T-shirt is the workhorse of many closets. With working from home very much part of the new normal, hence eliminating the need to show up in a shirt daily, it looks like this basic will be put through its paces in the months to come. If you have never paid much attention to what was formerly a weekend staple, now might be the time to make sure yours fit you to, well, a tee. Make ill-fitting tees a thing of the past with made-to-measure T-shirt brand Son of a Tailor.

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The Danish fashion tech start-up was launched in 2014 to address the industry’s perennial issue of overstock by focusing on individual instead of mass production. Using the company’s intuitive “Ideal Size” algorithm, every customer is able to order a bespoke T-shirt made specifically to his measurements directly through the website, no human interaction needed.

Son of a Tailor’s tees are made from cotton with extra-long fibres, so the resulting fabric is resistant to twisting and warping, ensuring that it keeps its shape much longer. Fit will be pretty much guaranteed; if you’re dissatisfied with the top created from the Son of a Tailor’s unique algorithm, it’ll replace it with a new and improved one. For founder Jess Fleischer, it’s not just about creating the perfect tee. It was clear that the antiquated fashion system was long overdue for a revolution, an issue that has become all the more apparent under the pressure of the pandemic.

Son of a Tailor Polo Tees
Other than T-shirts, Son of a Tailor also offers polo tees and henley shirts.

He says, “In relation to Covid-19, traditional fashion brands have experienced sudden changes in demand, many with a steep decline. This is painful for any business as there are fixed costs but, for fashion companies, it’s extra painful because there’s a lot of money tied to season-dependent inventory.

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Many have already had problems with overproduction; their rule of thumb is often ‘produce one item too many than one item too few’. Large amounts of resources go to waste, which negatively affects the environment. “Consumer fashion has been moving towards a focus on sustainability for quite some time. Brands are increasingly focusing on more desirable, longer-lasting essentials that will, hopefully, ultimately reduce consumption.”

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