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We are Aware 💡 

Getting better with every launch is something that defines us. It’s embodied in our DNA. Probably this is one of the reasons why we’re so naturally aware - very Einstein kind of a thing 😉 

And out of being aware something really cool happened! We shall get to that soon. 

The Accidental Visit 

During our routine visit to a supplier with an intention to improve our shirts we stumbled upon a very intriguing, James Bond kind of a fabric, The Dobby weave.  

They had many textures & all in white! Instantly, it was a hit among us - this could translate into a whole new level of dress shirts.  

Let’s learn a little about The Dobby weave. 

What is Dobby Fabric?  

Dobby, or Dobbie, is a woven fabric produced on the dobby loom, characterized by small geometric patterns and extra texture in the cloth. The warp and weft threads may be the same color or different. Satin threads are particularly effective in this kind of weave as their texture will highlight the pattern. 

In simpler terms 

It’s a fabric made for shirts & comes with various textures that uplift the entire garment. 

Another shirt? So what? 

That’s not all! After a bit of study & a mini survey we discovered that whites are great but they’re a stain magnet. Turns out that, 7 out of 10 people avoid buying whites because they get dirty very easily, even if they love it! 

Now the Magic ingredient  

Stain Repellent! 😮 

A collection of white shirts made for grand, formal occasions with zero hassle - White that stays white! 

These shirts are made to repel all water-based liquids! You name it... Wine, Coffee, Tea, Juice, all of it! 

We can let you go dirty, not your shirts ;)

Class with a touch of function 

A lingering idea & an accidental visit gave us the power to create a whole new niche – The Luxury Whites! 

The shirt you never had. 🙌 

For those who want to know a little bit more 

FAQ’s ❓ 

1) With the hydrophobic coating, is the shirt breathable? 

Yes, it's breathable. The hydrophobic stain coating only blocks water-based liquids but is permeable to air.   

2) How to wash the shirt if it's water repellent? 

Just the way you wash other shirts! Nothing changes.  

Only the outer-shell is coated with the repellant, however the water is absorbed from the inside of the fabric which helps in removing all kinds of other stubborn stains like ink, lipstick or anything oil based - leaving the shirt pristine white every time you wear it. 

3) Can the shirt repel any liquid? 

It can repel any water-based liquids like water itself, carbonated beverages, wine, tea, coffee & juice. 

4) What cannot be repelled? 

It cannot repel anything that is oil based - sauces, gravies, grease & oil paints. However, these can be washed off immediately with water leaving no stains behind. 

5) Do oil based stains come off easily? 

Yes, stubborn stains can be removed by home laundry. 

6) Is the coating tested? 

Oh yes! Tested & certified by Intertek, a British multinational assurance, inspection, product testing and certification company headquartered in London, England. 

We understand how important this might be to you. It is only after 6 months of research & development we're finally launching the product. 

7) How long does the coating last? 

The coating will last 80 washes before the stain-resisting property starts to lose its effectiveness. 

Want to try one? Click Here


Modern Clothing Essentials.