Ashton Kutcher’s T-shirt brand has released this week its summer 2013 collection with a tunnel-vision focus on quality and craftsmanship.
Ashton Kutcher, 35, is in the T-shirt business since last year when he launched his online-only label of luxury basics, Pickwick & Weller.
The actor told Elle.com: “T-shirts are the uniform of this generation. If you are going to wear something every day, it should be the best. Our aim is to make the best T-shirts on earth.
“We want a product that people want to live in. Your best T-shirt should be like your bed, it just feels like you are home when you are in it.”
Ashton Kutcher is a co-founder of the Los Angeles-based brand (named after the Charles Dickens novel, The Pickwick Papers) along with Ryan Donahue and Matt Rowe, who started the project in early 2012.
At no cost, Pickwick and Weller allows customers to try on different styles, colors and sizes at home via a Home Fit Kit, where you have five days to make your decision, keep what you want, and send the rest back for free.
Ashton Kutcher explained: “Our edge is in providing a great product at a great price that you can get without leaving your living room, and backing all that up with world-class customer service.”
Prices range from $26 for a T-shirt to more expensive $79 for a long-sleeve top.
“I think we live in a prove-it-to-me world. In e-commerce, your prices have to be better because the consumer has to take a leap of faith in your product,” the actor said.
Ashton Kutcher said he is “involved with the design standard creation”, adding: “The true designers are the consumers – we just provide the palette.”
According to the Pickwick & Weller’s website, all cotton is sourced locally in California, and no manufacturing is done off-shore.
Ashton Kutcher said: “We build our technology in America, we sell our product in America, and we make our product in America.
“I think the quality of our product and brand reflects the spirit of America through and through. Our consumers don’t cut corners and neither do we.”