We buy our clothing and build our wardrobes on
‘Do you like this? Yeah, I’d wear that.’ We’re shooting from the hip.
But building a wardrobe on gut instinct is like
building a house without a set of plans. The vision is unclear. The process is disorganized.
And costly mistakes are made.
There’s a more effective way to build a
wardrobe than on gut instinct, and it involves having a clear plan.
After years of experience, we designed 7 simple
rules to help our customers with their clothing decisions. We’ve found having
no rules creates uncertainty and disorder.
“How we dress as men can get a lot better, and
actually be really good, but we need guidelines and a clear plan,” says founder,
With the 7 rules as the focus, we designed an easy-to-wear, easy-to-shop collection to help you build and maintain a consistent wardrobe.
In the next two weeks, we’ll unveil our plan—it’s
based on 7 Rules for Clothing and a new collection built around the rules.
Here are 4 reasons we built a plan to help customers dress consistently:
Stability of Identity
Our customer is a leader professionally, socially, and within his home. People look to him and lean on him for stability. Dressing consistently signals stability and sets a good example.
What if this was said about a man, ‘Dad dressed
the same all our life. He had a style and a purpose for it.’ There’s comfort in
predictability and consistency, even in what you wear.
Peace of Mind
There’s clarity knowing exactly what to wear
each day, and for the years to come. Knowing exactly where to shop and what
products to buy can simplify life and free up time.
Dignity of Timeless Style
The best way for a man to dress has already
been established by generations of men, it’s called timeless style. We define
timeless style as dark-colored pants, lighter-colored shirts, solid colors, and
natural fabrics — the way men have dressed successfully for generations. The validity
of timeless style is undebatable. It’s more dignified and modern than any
Timeless style rejects hyper-casual clothing
trends—gym shorts, sloppy fits and the comfort-centric style that have become
There’s no humility in using clothing to
elevate yourself above others. Or to separate yourself. The kindest first
impression you can make is to be welcoming and neutral, to put people at ease.
There’s comfort and stability knowing some
things remain the same. There’s precedent for The Todd Shelton Plan. McDonald’s
has had the same products for 50 years. Levi’s 501 and Converse All-Stars are
timeless products each generation depends on.
We encourage men to dress consistently. Find a
style, and products that support it, and commit to it.