Luxtility. Reframing our needs.
First what is Luxtility?
“Simply put a perfect blend of “luxury” and “utility” clothing.”
Why do we believe in the luxury utility shirt to the core of our being?
Are they not just shirts with chest pockets? Have you not unpicked the pockets off every dress shirt you have ever owned to achieve the specific clean look you believe in? Even at the sake of the pocket imprint being left on the non iron shirts you used to covet. Yes and yes!
So, why the change of heart? Reflecting on the needs of guys like us, scratching our own itch, we simply need to look the part. We love this quote, “you are what you are seen to be”. I realized as a designer I had this day to day battle with the process.
A day to day battle with the process.
This is the bulk of our lives. Let’s not sugar coat this amazing toil, the grind, the endless hill. Create and destroy and create again. Like carving a 10 ton block of marble with a stick. What the sculpture will look like at the end of our lives depends largely on how people perceive us. If you are perceived as a sculptor, your sculpture will be regarded as genius and thought provoking. If you are perceived as a banker your sculpture will be ignored, thought of as a hobby.
So what does it mean to look the part? We grind, we create, we build, we live this life on overdrive. Our luxtility shirt is decked out with pockets, seaming, locker loops, masculinity, brute force, passion, drive. It is the embodiment of this guy, the guy you already are. I would do this grind in a non-iron average white shirt. I looked like a banker sketching and building fashion. A single tear rolls down my cheek for that guy. Adieu banker designer.
“If you build, create, consult, innovate, calculate, make, forge, cook, arrange, assemble, collaborate, change, match, modify or revise… we are building a shirt for you.”
So what does this mean to you? If you build, create, consult, innovate, calculate, make, forge, cook, arrange, assemble, collaborate, change, match, modify or revise… we are building a shirt for you.
We embody multifunctions, each of us are a swiss army knife of versatility. We are demanded to focus with laser pinpoint accuracy in our vocation, but in reality we each span a great breadth of abilities. We designed the luxtility shirts with this in mind. They are not common, they are constructed in upgraded fabrics with all the bells and whistles. Because why not.