Fabric15 June 2026
Supima vs Regular Cotton: Is Premium Cotton Worth It?
Premium cotton is heavily marketed and barely understood. Here is the honest case for long-staple cotton — and where the price tag lies.
Read more →The Only Tee You Need
Supima Round Neck
The t-shirt you'll never take off.
Slip it on once and you understand. Extra-long staple Supima cotton, brushed to a softness you stop noticing, until you try to wear anything else.
Shop the tee
₹1,299Free delivery · 10-day returns
58 Miles, eChai & more
Free delivery10-day returns & exchangePay on deliverySecure transaction
One tee. Every colour.
Pick your shade.
100% Supima cotton round neck. Same perfect fit, your choice of colour.
The Showreel
See it in motion.
Fabric that moves like you do. Tap to watch.
The Wash-Off Challenge
10 washes later.
Still the same tee.
We washed our Supima cotton tee alongside regular brands — same machine, same detergent, same cycle. After 10 washes, others faded and lost shape. Ours didn't. That's not marketing. That's Supima.
0%
Colour fade
0%
Shrinkage
30+
Wash guarantee
From the Journal
Notes on better basics
Buying15 June 2026
₹300 vs ₹1,299 T-Shirt: What You Actually Pay For
A plain tee is a plain tee. So why does one cost four times the other? Here is the honest anatomy of a t-shirt's price.
Read more →
Fit14 June 2026
Round Neck vs Crew vs V-Neck: Which Suits You
Round, crew or V-neck? How each neckline reads against your face and build - and the honest everyday pick.
Read more →Worn by Founders & CEOs
