Stance is launching men’s and women’s T-shirts.
The California-based socks and intimate apparel company is introducing its third category after fielding multiple requests from its customers.
“T-shirts were a logical next step for the brand. Customers have been asking us to do T-shirts for a long time, especially with our Butter Blend fabric, but we knew that if we were going to enter the category it would have to be done in a highly considered and meticulous fashion,” said Joe Jorgensen, vice president of design at Stance. “Our customer knows us for marrying art and material science in a compelling way, so slapping a Stance logo on T-shirts and rushing them to market was just not going to happen. With the addition of T-shirts, we like to say we now have the top drawer covered.”
Stance has used its proprietary Butter Blend fabric to produce a T-shirt that’s made from organic seaweed harvested from Iceland. It retails for $50 and comes in multiple colors and prints. The cotton crew T, which retails for $30, is made with Tanguis Cotton, a cotton from Peru that produces a smooth, durable T-shirt. It will be a canvas for the different artist collaborations Stance is known for. The Loopwheel T is made from a century-old knit technique from Japan that involves Tsuri machines that can only produce fabric for eight to 10 shirts a day. The machines are suspended from the ceiling, which produces a T-shirt that maintains its shape. These retail for $100 and come in unisex sizing and three different colorways.
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“There certainly isn’t the white space in T-shirts that existed when we launched socks, but we still felt there was a lot of room for innovation and certainly for creating a better canvas for self-expression, which has always been our point-of-view,” Jorgensen said. “The way we’ve approached this category and the three tiers of T-shirts we are bringing to market reflects that mentality.”
The collection will be available on July 20 at stance.com, within its brick-and-mortar stores and select retailers.