From Frustration to Inspiration
The idea for Fits had been simmering in my mind for many years. Like many entrepreneurs, I noticed a gap in the market, not just for premium t-shirts, but for t-shirts engineered with a truly thoughtful fit that flattered real bodies. I kept putting it off, until one day I encountered another brand attempting to solve this problem. Their approach was promising, but the quality was disappointingly poor.
That was the catalyst I needed. If I wanted a truly great t-shirt, I would have to create it myself.
The Pursuit of Perfection
What followed was a meticulous 18-month development process in the UK. We created countless prototypes, testing different fabrics, weights, cuts, and construction techniques. Each iteration brought us closer to our goal: the perfect t-shirt.
We obsessed over every detail:
How the neckline sat against the skin
The precise width of the sleeves to flatter without restricting
The subtle taper that creates a flattering silhouette
The exact weight and composition of fabric needed for durability without stiffness
Nothing was arbitrary. Every measurement, every material choice, every stitch placement was intentional.
Even the neck tag on the image above was changed!
The Fits Difference
What emerged from this process wasn't just one perfect t-shirt, but a system of three distinct styles built around our perfected fit. Each style, Heavyweight, Lightweight, and The Gentleman's, offers the same meticulously engineered fit with different fabric weights and neckline constructions to suit different preferences and occasions.