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

Quality, not luxury

I think 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 I know is interested in 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, I’m 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…

Thanks for joining the cause

Regular price £60.00

Click through below to learn more about our products...


The bestselling formal shirt, in white


Where it all started - the bestselling black Oxford


Or click through learn more about our approach...

About us

The principles and ideas that guide our approach of selling the bestsellers for less

About us

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