True Classic, a direct-to-consumer men’s wear brand, consists of ‘elevated basics,’ two words which are becoming very common these days, with new brands touting, yes, elevated basics for men and women.
CEO Ryan Bartlett defends his use of the phrase, noting that True Classic sold $26,000 and 651 orders in one month. The brand has grossed $250 million in revenue since launching in 2019. After expanding into other categories for men, such as underwear, dress shirts and blazers, Bartlett is setting his sights on women.
He thinks he can do for women’s basics what he did for men’s, which includes honing in on fit and fabrications. As Bartlett said, he knows what consumers, or at least, men, want. Women are more complex, so he’s turning to surveys and asking women he knows, what they’re missing in their wardrobes.
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