01. We engage directly with the fabric mills to procure fabrics made of the best cotton.
Like Christopher Columbus who went on a long quest to discover the New World for valuable spices and silk, we embarked on a quest of our own to find the best quality fabrics. But instead of sailing ships and the natural compass of the stars, we rely on the Internet, airplanes and trains to cross time zones. After many travels, endless emails and countless cups of coffee, not to mention lengthy conversations with folks who don’t necessarily speak the same languages as we do, we finally found what we were looking for – Supima cotton.
Hey, what about Egyptian cotton?
Egyptian cotton has had a long history of being prized for its softness and durability. However, only the rare, highly-priced variety that comes with extraordinary fiber length (aka extra-long staple or ELS) lives up to this premium standard. With the difficulty to trace and verify the origins of Egyptian ELS cotton, and the continued decline of its output in Egypt, we have found it challenging to be certain of its authenticity and quality.
So Supima is better?
Yes. Heralded as the world’s finest cotton, the Supima cotton is also of the extra-long staple (ELS) variety that comes with extraordinary fiber length, meaning that it is more durable and more comfortable than regular cotton. Moreover, the Supima® trademark guarantees the authenticity of its cotton products through DNA testing. This allows us to be certain of the quality of our clothing, which translates into a peace of mind for our customers.
2. We work closely with factories to ensure quality workmanship.
And not just any factory either – we make it a point to inspect the working conditions to ensure that the manufacturing standards meet our criteria. We also practice stringent quality control and test our garments constantly. And since we’re such hardcore perfectionists, we always feel there is room for improvement. No details, no matter how small, escape our attention.
3. We keep our cost down and our business lean.
We do so by focusing on selling online, and wherever possible, cutting out elements that do not add value to our garments, like traditional advertisements, middlemen, shop rentals and sales personnel. In doing so, we are able to lower our cost and pass on these savings to you, all the while ensuring our garments maintain top quality.
4. We work with passionate people who love new ideas.
We believe that pushing boundaries leads to magical moments. No man is an island and we work closely with our like-minded team and partners to relentlessly find ways to improve the quality of our garments, from the selection of raw materials all the way to the finishing touches. And we keep going until everyone is satisfied.
5. We love engaging directly with our customers – that is YOU!
It is really the only way we can ensure that you have a fantastic shopping experience. It makes us happy if you are happy. As Bill Gates once said: “We all need people who will give us feedback. That’s how we improve.” We live by those words so all compliments, suggestions and complaints are welcomed. Please, bother us!
