Over the past few months, a lot of you have asked me the same question: Did you ever find the perfect white t-shirt?

Short answer: not really.

Long answer: it’s coming.

It all started at dinner with one of my best friends, Maddy. I was bitching about the floppy sleeves on my white tee, and she was annoyed at the shitty quality of the expensive one she’d just bought online. I told her I was going to reach out to my followers to see if they’d cracked the code. I bought a few, she bought a few, then we both bought a LOT more. 

Somewhere along the way, it became a hyperfixation. 

I’m now stuck with a pile of tees destined to become tie-dye projects for my kids, and a growing list of “almosts.” The ones that were more affordable didn’t feel the way I wanted them to. Wrong shape, weird fabric, too sheer, too thick, too cropped, too long. It always felt like settling. 

Some were well made but crazy expensive. Like, $150-for-a-t-shirt expensive (this will NOT be included in said project). And listen, I get the whole “cost per wear” thing because it’s how I justify my larger purchases, but something about that price point never sat right with me. What’s frustrating is that it feels like we’re stuck between two not great options: either spend a shit ton or buy something that won’t last, which just forces you to keep buying more, more, more. 

And that’s led us here. Attempting to build our very own brand. To quote my favorite influencer Mads Mitchell:

Right now we’re deep in development, learning about things like fabric sourcing, fit grading, and why manufacturing is both fascinating and wildly complicated (take a shot every time someone says the word tariff). We don’t have a launch date yet, but I wanted to let you know now. Before it’s polished, before we have all the answers. 

This isn’t some marketing gimmick or a cutesy way to launch a product. 

We’re trying to make pieces that feel thoughtful and elevated, but still easy. Chic but not offensively priced. Great fitting tees for different bodies, different days, and different phases *cough* luteal. Pieces you can wear with jeans, or under a blazer, or over your swimsuit on the way to the beach. One that doesn't have to be tossed after a battle with some marinara. 

So here’s where I ask you: what do you expect from the perfect t-shirt? What annoys you about the ones you have? Should we all get together for some Tee Parties? (I’ll show myself out). 

This is so new for me. A little terrifying but also really exciting. I’m at a point where I’m done holding myself back from pursuing things that are meaningful, even if they’re scary. You don’t get what you don’t ask for. And you don’t build your perfect wardrobe by compromising on the basics.

I hope you’ll come along for the ride.

xx

Claire

Mum-actress-marathoner-DESIGNER