Son of a Tailor saw the light in Copenhagen in 2014. Jess Fleischer and Andreas Langhorn’s brand was founded on the simple (yet brilliant) principle of creating made-to-measure T-shirts in super strong cotton and wool. Bye bye, mass production! Customers can pick their design (the fit, the colour, the neckline, the shape of the sleeves, …) as well as their size, and then the T-shirt of their dreams is custom-made for them. The entire production process takes place in Europe.

The Danish label selects its fabrics with great care. They have to be sturdy and ethically produced. Son of a Tailor uses extra-long staple cotton, for instance, which lasts (practically) forever. All of their cotton is sourced from the same fields in California. In addition, Son of a Tailor is fond of merino wool, sourced from Australian farms that allow their sheep to roam free and that consider mulesing – removing strips of skin around the buttocks of a sheep – a no-go.