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Writer's pictureTom Goedhart

Basic Clothing: When to Spend and When to Save

What’s your take on basic clothing? Do minimalist shirts and pants seem dull, and more importantly, would you drop some serious cash on simple, monochromatic items that don’t necessarily make you stand out?

Asket.

I know plenty of people who stock up on basic pieces like plain white tees in bulk - buying packs of three to five, wearing them until they’re stretched out and yellowed, then repeating the cycle. But this approach is starting to feel less practical in today’s world. If you’ve been keeping up with the fashion industry, you’ve probably noticed the emphasis on “sustainability” over the past few years. Even fast fashion giants like H&M and Zara have jumped on the sustainability bandwagon with their marketing. Why? Because the massive amount of fashion waste is turning into a real environmental crisis.

Sunspel.

And that’s only half the story. What if you’re in the market for high-quality basics? The issue is that while every brand offers simple clothing, these items don’t get the love and attention they deserve. Instead, brands pour their production budgets into flashy, trendy pieces that grab the spotlight.

ISTO.

So, should you pay more for longevity? In men’s fashion, which evolves at a more measured pace compared to women’s trends, this idea actually makes a lot of sense. But when it comes to essentials - T-shirts, sweatshirts, socks, and underwear - it’s a tougher sell. These items have traditionally been seen as “secondary,” and convincing someone to pay a premium can be a challenge.

"But I think men are ready to invest in their basics," says Alessandro Sartori, Artistic Director at Zegna, in a recent interview. "Basic clothing is playing an increasingly important role in men’s fashion, especially as the world leans toward comfort and casual wear. I haven’t worn a suit with a dress shirt in ages. I choose a T-shirt now. And it’d be a mistake if that T-shirt didn’t match the quality of the suit jacket over it."

Thanks to the internet (and savvy marketers), we’re now more educated about materials and craftsmanship, making it easier to compare and appreciate the quality of even the most unassuming pieces like T-shirts, jeans, and sweatshirts. If you’re still unsure, just look at how much attention simple white sneakers have gotten in recent years. Plenty of brands have staked their reputation on crafting the perfect, minimalist sneaker - focusing on materials and user experience.

Maybe we should call this the “new basic,” but it’s not for everyone. At a glance, these pieces may look no different from the cheaper alternatives. If you’re searching for something that catches the eye, this probably isn’t your lane. What the new basic offers is a refined experience - premium materials, carefully designed fits, and personal touches that can only be truly appreciated when worn.


To some, it’s just a T-shirt. The idea of “buy less, buy better” might only resonate with those who can afford to indulge. But if you understand the difference between “expensive” and “worth it,” you’re already in the game 😉.


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