Men often purchase clothing based on only fit. Why?
Yes, fit matters; but this is not the only feature of a shirt. For that matter it should not be a main feature at all. We learned that the more we focused on the importance of fit the quicker we lost sight of the true purpose of shirts.
First, let's journey back to the basics. What is the purpose of a shirt? To protect us from the elements, to cover our bodies, to be comfortable, and to communicate something about us.
Clothing today is an extension of our expression. It is our identity.
The last part, the "communicate something about us" aka "personal style," is the part that counts today. Covering our bodies, protecting us from the elements, and being comfortable was solved thousands of years ago. Clothing today is an extension of our expression. It is our identity.
The fit of a shirt is simply part of the style: slim, standard, tapered, boxy. These are all style preferences. So, when a guy says he wants a great fitting shirt, first that is a matter of preference, second he is talking about a great style shirt that already encompasses fit.
The fit is just a very small part of the total style, the tip of the iceberg if you will. To compare, a specific shirt color and fit is like saying you want a red car with wheels. It seems silly, yet this is how we incorrectly discuss shirts.
A man can have the best fitting shirt but with cheap buttons, the wrong shaped collar, and thin fabric - the whole look is ruined, who cares about the fit after all that?! This often is the case now with fast fashion. Cheapened to hit a price, and rough details to achieve a faster sewing speed takes a toll on each garment.
When we polled guys on what mattered most when buying clothing the first response was "a better fit than..." So, naturally fit rose on our list of product importance. Henry Ford said, if he asked his customers what they wanted they would say a faster horse.
Creating new is hard
Only making the same but better will create slightly better mediocrity. Every brand states they have the best fit. That is because creating new is hard, it's scary. We are looking for the real why. Why create? Why bring a single new shirt into this world? We will not make garments that just fit a little better and fill our landfills. It's not the shirt fit that matters, its the styling combination that matters. Our shirt styles incorporate a modern fit, in fine fabrics, with superior button qualities.
We started Batch to address a need. Shirts for the modern man. To make a product with attention to quality, details, design. To create joy. To change our customers expectations of what it means to buy a shirt. Fit is a given. Creating a stunning experience unlike anything else is not a given.