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  • Would you pay $100 for a plain white tee?
  • Would you pay $100 for a plain white tee?
    Sunspel (2017) ©

Why are people spending so much on plain white tees?

Shoppers are splashing out on wardrobe staples, opting for basics crafted with premium fabrics over flashy showpieces. As priorities shift from flaunting logos to forming a long-lasting, quality wardrobe, basics – think white T-shirts or the perfect pair of jeans – are becoming the new status symbols.

Location Global / North America

Luxury is going back to basics. In a post-‘It’ bag era, many top-tier labels are swapping loud branding and flash-in-the-pan trends to focus on wardrobe staples of substance – from cult fashion brand Vetements’ $800-and-above hoodies to £110 plain black T-shirts from Samantha Cameron’s debut clothing line, Cefinn.

The shift comes at a time when the meaning of luxury is changing. In 2016, only 15% of people defined luxury goods as those with visible logos. Rather, the most popular definition (42% of people) was high quality, non-mass produced goods. [1] But how did the preference for so-called ...



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