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Felix: After the Bloomingdale’s encounter, and even before that, without knowing if it would be a hit, how did you have the conviction to stick with the business?

Bryan: You have to look at what problem does the product solves. For me, I had already started wearing slim-fit shirts and I’m in relatively good shape. I’m semi-athletic. I have a bit of a broader chest and a slimmer waist because I stay in shape. There are a lot of people like me. The problem with regular slim-fit shirts and the way that almost every brand is made is that they want their product to fit as many people as possible. They get a fit model who’s a person of average proportions and build their shirt around this average proportioned person.
fit as many people as possible. You get an athletic-framed person who fits inside of the shirt. Someone who’s a few pounds also fits inside of that shirt. What happens when an athletic guy puts on a shirt like that is if it fits him uae phone number data in the chest, but it’s generally too baggy around the waist. You get that extra billowing situation. If it fits him in the waist, it’s usually too tight in the chest, and you get what we refer to as the pec gap, which is the gap that opens between your buttons, right at the chest.

On the surface, the zipper itself solves this problem. You can wear a closer fitting shirt, even if it’s not tight. When you move in a shirt without a zipper, if it’s fitting close, there’s always a gap that opens at the chest. The zipper solves that problem. But in addition to that, we decided to approach the fit, which is kind of our secret sauce. You come for the zipper and then you stay for the fit.

We decided to approach the fit in a different way from the way that any brand has approached it so far. We started with the philosophy that the shirt is a frame around your torso. Remember I talked about building it around an average proportion. When you put an average proportion frame around someone’s torso, it makes them look average. We thought, what happens if you take an “ideal proportioned frame” and put that around someone’s torso? I started doing some research on men’s bodies and the way that they have been depicted by artists over the centuries. I came across this concept called the golden ratio. All of the artists were building their statues and doing their paintings and so on and so forth, according to the golden ratio, which was a shoulder’s chest to waist, to arms ratio.