There is something to be said for a good ole-fashioned T-shirt—finding one with the perfect fit is rarely as easy as it should be. On that simple notion, a few T-shirt-loving guys in California, including Ashton Kutcher, Ryan Donahue, and Matt Rowe, set out to create a line, called Pickwick & Weller, of timeless knitwear staples for men and women.
“I was working as a graphic designer in San Francisco for ten or 15 years, and I started to notice this trend in the last five years where all of my friends (all in creative fields) were wearing refined T-shirts and perfect denim as their work uniform,” Donahue tells Style.com of the project, which kicked off in early 2012. “I decided to play with this idea of ‘modern workwear,’ and Ashton, who I met through a friend, really resonated with that idea—he is a casual guy who is known for wearing that look.”
With a little help from their fashion insider friends, including Steven Alan (”he’s one of my go-to people in NYC—he’s an adviser to us”) and Warby Parker co-founder Dave Gilboa (who is an investor/adviser for the brand), they got to work building their online-only label of luxury basics (just launched this week at www.pickwickweller.com), named after the classic Charles Dickens novel The Pickwick Papers. At no cost, they will ship you the items you want to try in various size, color, and style options (they have three women’s cuts and two men’s at the moment), and you have five days to decide what you like and don’t like. “We feel like we are offering a modern workwear brand of high-end basics, on the level of Alexander Wang and Theory, but at a J.Crew price point (prices start at around $45 and top off at around $60).” Here, Style.com has a first look at the goods. Ashton’s favorite? The Henley, a.k.a. the Afred (pictured), of course.
—Kristin Studeman
Photo: Courtesy of Pickwick & Weller
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