APOSTLE

Apostle started with the idea, or belief, that quality is everything.  

Quality, not luxury

Most Apostle customers are successful enough to shop luxury, but smart enough not to.  Deep down we recognise that the trappings of luxury are nonsense. 

Quality, not trendy

The fashion industry is broken and doesn’t serve most men.  Almost nobody is interested in what is hot this season or which colour is the new black. 

Quality, not greenwashing

We’ve worked hard to reduce the environmental impact of this shirt.  The Italian cotton mill is part of the “Better Cotton Initiative” and the plastic-free packaging is recycled and recyclable.  But let’s be honest - the most sustainable thing we can do is to buy less.  Fewer higher quality items which last.

Quality, not urgency

We simply reject the nonsense of promotions, seasonal sales and the associated cost and drama of trying to persuade people to buy things they don’t need.

Following a two year focus on quality, through countless rounds of sampling and testing, we are confident this will be the best shirt you’ve ever owned.

With your help, we can continue to improve it.  Then we can move on to the next category…