Cotton Upgraded

When it comes to cotton quality, it’s actually quite straightforward, the longer the cotton staple, the higher the quality, simple as that.
We use 100% extra long staple cotton, the highest grade cotton in the world.




 One of the world’s most luxurious and rarest type of cotton, Sea Island Cotton lives up to its reputation with incredible durability, consistency and colour retention.

Sea Island Cotton is cultivated with extra long staple fibers, which allows the fabric to be woven at the very highest yarn count,
giving you the softest possible fabric.





Supima is one of the longest cotton fibers in the world. It’s 35% longer and 45% stronger than regular cottons, which means the fiber is even softer and more lustrous wash after wash. It’s a big part of what makes our elevated shirts so soft. You can trace the cotton directly to the source. Supima is a trademarked name for textiles woven from 100% American Pima cotton and is only grown in Texas and California.



Uniform cotton fibres make for a smooth and even fabric that has an incredibly soft handful that will only become softer through the whole lifetime of the garment.




The extra long cotton fibres create a stronger fabric that resists twisting and warping in wash resulting in a T-shirt that keeps its shape even after multiple washes.



Less prone to wear and tear resulting in garment that looks and feels fresh for longer without becoming dull and faded.




Extra long cotton fibres allow the dye to penetrate deeper into the fiber resulting in colour that looks richer and lasts longer. Go for a neutral colour or be daring in a bright, vibrant option.