Why we started with only five shirts

We could have launched with fifty. It would have looked more impressive on the homepage, and for about a week it might have sold better. We started with five instead, and it was not for lack of ideas.

The problem with more

Most clothing brands survive on volume and velocity — new drops every few weeks, dozens of styles, a constant pressure to buy before it is gone. It works, in the sense that it moves product. It also fills your wardrobe with things you wore twice, and fills landfills with the rest.

We did not want to add to that. The whole idea behind Mentafit is protecting your attention as much as your body, and a brand that shouts "new" at you every week is doing the opposite.

What five lets us do

A small range means every single piece has to earn its place. There is nowhere to hide a mediocre shirt in a line of five. So each one gets the good fabric — 250gsm Peruvian cotton — the true-to-size oversized cut, and the small-batch, handmade-in-Medellin construction we would not be able to afford across fifty styles.

It also means you can actually decide. Five considered options is a choice you can make in a calm minute. Fifty is a job.

Fewer, better, and yours for longer

A shirt made properly, from good fibre, at a real weight, does not wear out in a season. It softens. It becomes the one you reach for. Owning a few of those beats owning a drawer full of things you tolerate.

Wellness follows soon — a second line, still small, still deliberate. Everything here grows the way we think most good things do: slowly, and on purpose.