Why a Senior Buyer Who Managed $50M in Fashion
Left to Make One Perfect Shirt

After 11 years managing menswear for 60 stores across the Middle East, I left corporate fashion to solve one problem: everything is garbage.

The Background

For 11 years, I worked as a Senior Buyer for American Eagle at Alshaya Group in Kuwait. I managed menswear for 60 stores across the Middle East with a yearly sales plan of about $50 million USD.

I handled everything—merchandising, buying, supply chain (for 2 of those years), complete stock movement into Dubai and distribution to all our stores. I knew the fashion business inside and out.

But I was selecting from products the parent brand offered. Creating variations with slight changes—different logo color, minor design tweaks—and pushing consumption month after month.

The seeds were sown. I wanted creative control over the actual product. And I wanted out of Kuwait.

The Problem I Couldn't Unsee

When you're on the inside, you see it all. The constant churn of "new collections." The pressure to hit sales targets by pushing slightly different versions of the same products. The waste. The consumption for consumption's sake.

I watched millions of dollars in fast fashion move through the system—clothes designed to fall apart after a few washes, made by underpaid workers, ending up in landfills. And I was good at it. Too good.

Fast fashion dumps 92 million tons into landfills every year. The average garment is worn only 7 times before disposal. Amazon warehouses destroy 130,000 items per week.

During COVID, I left Kuwait. Not in protest—life just took me elsewhere. But once I had distance, I couldn't stop thinking about what I'd been part of.

The Personal Shift

After leaving, I started changing how I dressed. Oversized, flowy clothes. Comfort first. Quality over quantity. I didn't need 50 shirts—I needed 5 perfect ones.

I shifted to conscious consumption. Buying less. Buying mindfully. Understanding the impact of my own waste. It wasn't just about style anymore—it was about responsibility.

Then I watched Netflix's "Buy Now! The Shopping Conspiracy" in 2024. The shipping waste. The packaging pollution—22 million pounds of Amazon's packaging alone ending up in waterways. The communities destroyed by overconsumption.

It wasn't abstract anymore. This was real. And I couldn't un-know it.

I had the expertise. I knew supply chain. I knew manufacturing. I knew what brands cut corners on and why. If I was going to build something, it had to be different.

The Journey

Early 2022: I started searching for the perfect fabric. Not "good enough." Perfect. I tested dozens of options, looking for something that would challenge every fast fashion shirt I'd ever bought.

February 2023: I found it. The fabric that made me stop searching. Impossibly soft peach skin finish that actually gets softer with every wash. Wrinkle-resistant. Quick-dry. Colors that don't fade. This was it.

2023: I spent the year testing it myself and building the brand identity. Every detail had to be right—from the natural shell buttons to the sustainable packaging to the ethical manufacturing in India.

2024: I made 400 units and distributed them to friends for real-world testing. Not in a lab. In actual daily wear. Washing, wearing, living in them.

The feedback was unanimous: "This is the softest shirt I've ever felt."

2025: After obstacle after obstacle, I'm finally launching. One shirt. Built right. Made to last decades, not seasons.

The Philosophy

Most brands chase trends. New collections every few weeks. Hundreds of SKUs. Planned obsolescence built into every stitch.

I'm doing the opposite.

One shirt. Short or long sleeve. Three sizes. Nine colors. That's it. 18 options total.

Why make more when you've made the best?

  • •Conscious Consumption: Quality over quantity. Decades not seasons.
  • •Ethical Manufacturing: Fair wages in India. No child labor. Safe working conditions.
  • •Zero Waste: Sustainable packaging. Natural shell buttons. Materials chosen for longevity.
  • •100% Guarantee: If it's not the softest shirt you've ever felt, we'll refund every penny.

Because the opposite of fast fashion isn't slow fashion.
It's timeless quality.

What Makes This Different

I'm not some influencer who decided fashion looked easy. I'm not a tech bro disrupting an industry I don't understand. I spent 11 years in the trenches of fashion retail at scale.

I know what goes into a $10 shirt versus a $50 shirt versus a $100 shirt. I know the supply chain. I know the margins. I know where brands cut corners.

And I know exactly where to invest to make something that lasts.

This shirt costs us 3-5x more to make than a typical fast fashion piece. Natural shell buttons instead of plastic. Premium peach skin fabric instead of cheap polyester blends. Fair wages instead of exploitation.

But here's the thing: when you wear it for 10 years instead of 10 washes, the cost per wear destroys fast fashion math.

The Promise

This is the softest shirt you've ever felt. Not "among the softest." Not "surprisingly soft for the price."THE softest.

I've tested it on 400+ people. Friends, family, strangers, skeptics. Every single one said the same thing.

If you disagree, contact us within 2 working days of delivery. Return it unworn with tags attached. We'll refund every penny.

I left a $50M business to make this shirt. I'm betting my reputation on it.

Try it at my expense.

Ready to Feel the Difference?

One shirt. 18 options. Three years of work. Zero bullshit.

Shop The Shirt