Hello from Kansas City,
I'm writing to let you know that we are raising our prices for all products beginning October 1st. We held out for most of the year to patiently wait and see how tariffs would shake out and what impact it would have on our business. We are confident now that raising prices is the only solution to keep our business sustainable in the long run.
In 12 years we've only raised prices twice. In addition to tariffs, we've also been managing significant, increased operating expenses for the last five years, but we never raised prices. We've always priced our products well below premium competitors—not because they cost less to make, but because we run lean, accept lower margins, and focus on taking care of customers to earn repeat business. That's how we've stayed affordable without sacrificing quality.
If you're part of our VIP Subscription Program, your prices are protected as long as your subscription stays active. If you've ever considered becoming a VIP, this is the best possible time. All you have to do is make a purchase and select "subscribe" and you are in.
From there:
- You get free shipping on any future order.
- You can "snooze" any recurring shipment or pause for up to 180 days.
- To keep your VIP status you just need to spend $50 / year.
If you are not interested in becoming a VIP Subscriber, then we recommend stocking up before Oct. 1st.
And for those wondering, "Why not just make it in the U.S?"—we've tried. Our fabric is extremely specialized and cannot be sourced domestically. Even if we moved sewing to the U.S., the fabric would still be subject to high import duties—resulting in a $50-$60 undershirt. That's not the kind of pricing we believe in, and we don't think you do either.
We're proud of what we make and the community we've built. We're facing a tough stretch, but we're committed to riding it out while keeping our values intact.
Thanks for being with us. Our current prices are still good through 9/30 at midnight,
so stock up now to save or become a VIP and lock in today's prices as long as you keep your status.
Cheers,
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