This Is Rare, But Shouldn’t Be.

C'MON, IT’S ONLY A SHIRT!

How unique can that be? Of the thousands available, what makes yours so special?

Simple, it taps into a deep emotion.

Unfortunately, we didn’t know about that yet…

When briefing our flagship outdoor shirt, we started from a familiar place. Make a high-quality, feature-rich, great-fitting premium garment. Check.

Then it hit the market and in came the reviews. We were surprised by what the customer really thought.

Over and over, something like, “Of all the shirts in my closet, I get the most compliments from this one.”

It-looks-good-on-you. Such simple words. It means we have been seen and appreciated.

This is powerful, emotional stuff. And when we experience it in a product, we remember it.

As product creators, our markets fill with great, but parity products. Cars, smartphones, and, yes, shirts.

The products that make us feel something are very few.

But, it’s the most lasting way to standout.

Postscript: Kitsbow, the company, is no more. Months before the pandemic they on-shored 100% of their production.

It was a heroic effort. They built a factory, trained scores of workers, and revitalized a small former manufacturing town.

But, sadly, the headwinds were too strong.

Yet, Kitsbow remains. It’s a model and inspiration for the current generation of brands rethinking how and where apparel is made.