Ashton Kutcher is officially in the T-shirt business.
The actor launched his online-only label of luxury basics, Pickwick and Weller, last year, and its summer 2013 collection – with a tunnel-vision focus on quality and craftsmanship – was released last week, April 2, 2013.
The 35-year-old 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,” he added.
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.
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. 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,” Kutcher noted.
The actor-turned-producer-turned-designer said he is “involved with the design standard creation,” adding, “The true designers are the consumers — we just provide the palette.”
According to the company’s website, all cotton is sourced locally in California, and no manufacturing is done off-shore.
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.” –dailymail.co.uk + photos, additional photos from pickwickweller.com