A plan for leaving the clothing industry's change cycle.
We've all bought enough clothes to know what works and what doesn't. We've experimented with trends.
The industry sells constant change to serve its own purpose: revenue growth. New collections every season. Manufactured must-haves. Last year's product isn't this year's product. The condition is engineered. It's not going to stop.
What's worth considering is an exit.
After twenty years of working on Todd Shelton, I’ve learned the exit lives in the classics. Cotton blue jeans, solid button-ups, crewneck t-shirts. Men have worn them for decades. They will wear them decades from now.
The classics are available everywhere. Every brand makes a version. But most versions are pulled back into the same cycle: new fits, new fabrics, sizes out of stock. The classics, in a replenishment form, are hard to find.
Our work is to make the classics in the same fits, the same fabrics, year after year. Cotton blue jeans that fit, that stay the same, that you can buy again. Button-ups in solid colors that you replenish as needed. T-shirts in white and black, in your exact fit. Never out of stock.
Todd