Premium casual shirting with a difference
We specialise in understated, contemporary, casual shirting for men.
Our focus is to design and craft luxury grade shirting, paying attention to the details that matter, using the finest cotton and cashmere for the softest shirts you’ve ever worn.
Welcome to casual shirting at its most innovative and relaxed. Built for the ultimate downtime.
"Discover January 2019's coolest stuff"
Alec I-K featured as one of "the most stylish products and releases this month" by winner of UK's Best Men’s Lifestyle Blog Menswear Style
Our Shirts
Materially Different
We looked at how traditional casual shirts were made and then did our own thing. Paying particular attention to the collar and cuffs.
After insightful customer conversations and hours of research and development, we’ve created our first collection of premium shirting.
It has taken two years, two manufacturers, hundreds of fabrics and multiple redesigns to get the fit, feel, collar, cuffs and little details just right.
The result? We have reinvented the casual shirt with a distinctive feel, fit, signature shawl collar and ribbed cuffs. Creating a unique yet understated style with 14 details which differentiate it from the traditional casual shirt.
Discover your new favourite shirt below
What makes us different
Whatever the weather
Our shirts are designed to be season defying and timeless. So enjoy your casual shirt whenever it takes your fancy
Top Notch Customer Service
With free postage and prepaid returns it couldn't be easier. We even have flexible payment terms including buy now, pay later and spreading the cost over installments.