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This year marks Individualized Shirts’ 50th anniversary, so it’s about time the company took a trip to Europe. And that’s just what president Jim Heiser is doing when he shows the company’s wares at Pitti Uomo.
“For 50 years, we’ve been about classic American shirts,” he said. “So we’ll be presenting that with an accent on pieces we dug up from our archives.” Among the offerings will be classic and heavy chambray; a series of brushed, bold, dark plaids, and a batch of oxford cloths — “things that [scream] Americana” and will hopefully “be embraced by the rest of the world.”
He stressed that, unlike much of the label’s offering in the States, there will be “zero emphasis on dress shirts” in Europe. Instead, the shirts will “rumple up real nice,” Heiser said. “It ain’t a dress shirt.”
Price points for the core products will average $125 to $145 at retail, and initially, two fits will be offered: a classic and slim cut.
Although the products offered at Pitti will be ready-made shirts, Individualized Shirts’ strength in custom shirts also will be a talking point for potential customers. “Customability is something we’ll talk about,” Heiser said, noting the company is definitely open to taking that route if the opportunity is right.
“Europe is an important experiment for us,” Heiser said. “But we’re very confident it will succeed.”