![]() ![]() If you're in pretty much any other situation, leave it untucked. If you're wearing a tie, you should definitely tuck, because nothing looks quite as silly as a tie worn with an untucked shirt. If you need to look polished and pulled-together-like at a dressier office, to a job interview, or a fancy date-you should tuck. Or, put another way: They think you're a rube.īecause tucking your shirt in-or not-is not difficult. So why are you paying a premium for Untuckit? Because the guys who run the brand think you're willing to shell out extra cash to know you can untuck your shirt. All three brands offer mass-produced, imported goods. At Everlane, an untuck-worthy oxford cloth shirt will run you just $50. That's, conservatively, about two-thirds the price of an Untuckit shirt. The shirts, in line with the rest of the brand's offerings, cost about $60. It used to be a "shirt." Now it's an "untucked shirt."Īt least J.Crew isn't upping the price. The length on this new one is slightly abbreviated, but the bigger change was the way it was marketed. But here's the thing: J.Crew has offered this sort of shirt for ages in its standard, shorter-than-the-average-dress-shirt shirts. In January, J.Crew released a line of casual shirts meant to be worn untucked. Here's your shirt." It's kind of insulting.Īn (untucked) shirt from Everlane. ![]() Instead, the brand created a shift in the way men's clothing is being marketed: "Hey, you. You'll have more fingers than examples.īecause-and this is crucial-Untuckit didn't reinvent the shirt here. Just check out those venues and count the number of tucked-in casual shirts. But even among retailers that cater to a relatively large swath of the population-from stalwarts like J.Crew to online-savvy brands like Everlane-the untucked shirt is standard at this point. The customer base for an Untuckit shirt is wide-men 25-70 years old, with a booming women’s business-and, apparently, likes having fashion explained to it by a brand's mission statement. And second, you're paying more money for something you don't need. First, in a world where the options for untuck-friendly tops abound, one that’s sole raison d’etre is “You can untuck it!” is far from vital. Listen, if you want to buy a shirt because you know that it can be worn untucked-and the reason you know that is because the company has very specifically marketed it to you that way-you can do that. Guys are buying these shirts, which are generally priced around $90-$100-"an easy price point for everyday kinda guys," says Riccobono-in a big way. The brand had opened 25 brick-and-mortar stores by the end of that same year, with plans for 25 more in 2018. Reuters reported Untuckit had a $200 million valuation at the beginning of 2017. "It sounds very simple, but a lot of companies aren’t nimble enough to check the length of every single shirt," he claims based on. ![]() So he started a company with a shorter shirt as the signature item. (This, despite the fact that one such shirt already existed in the co-founder's closet. "It took a year to get the fit right," Riccobono says. It could be left untucked and not look sloppy. What the people-and Riccobono-wanted was a shirt that buttoned but didn’t have to be tucked in. “I started asking friends about it we all had this same issue of finding the perfect length shirt.” “I found myself always wearing the same shirt because it wasn’t really long,” says Untuckit co-founder Chris Riccobono, seen here wearing an untucked shirt with a sport coat and making part of my brain explode. ![]() Mathematically, it's a small thing, the matter of an inch or two. Untuckit is brand that makes button-front shirts with shorter hemlines than standard shirts. but untucked?! Surely you can't just do that, right? This is the "disruptive" fashion startup's naughty daydream: a whole new market segment, ripe for the selling, based off a perceived problem that, let's be clear from the start, doesn't actually exist. Getty Imagesīut what if-and stick with me here-it hasn't? What if you want to wear a collared shirt. ![]()
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