Button-Down Shirt Story 6: What is the B.D. Shirt, “Sport”?

You may ask, what is this new button-down shirt called “SPORT”? Well, let me answer that.

The world is filled with data. After statistically collecting past data and shopping activities, companies will be able to analyze you and give you suggestions of things in your taste, which will hopefully lead to the next purchase. In other words, we can think of it like the accumulation of your past determining your future. Certainly, I think that is a systematic and clever way of marketing, but I also think that it limits the person, and it is almost like the company telling you that you will never evolve from here on.

It is human nature to suddenly have the opposite preference, whether it be food or romance. I don’t think there is a logical explanation behind this. Circumstances or things that cannot be analyzed logically cannot be predicted by artificial intelligence. Such illogical thinking is part of human nature, and however illogical it may be, such thinking is important to each individual.

Thinking about the meaning of life, lifespan, and the concept of time. Thinking about the reason behind faith. What is love? What is the past? And what is the reason behind thinking about all these things? Thinking about who you are, thinking about the value of life - when your heart is captivated by great music, art, design, people are taken to a new level from the moment they are touched. Without these experiences, every day becomes a continuation of yesterday.

In today’s world, everything one needs, one can get easily. Things are mass produced without any thought or belief or passion, and surprisingly, consumers are satisfied with that.

What we have done is look for something that existed in the past, but has become unnecessary in an age that values logicality and efficiency. By shedding the spotlight on something from the past, I deeply wanted the people living today to feel the goodness of something that is genuine. That for us is the “SPORT” button-down shirt. Even if people mock me as I appear to be trying to turn back the clocks in the world of manufacturing…

We have recreated a disappearing treasure of America’s Ivy world. 
A modern reader like yourself may laugh and think it is meaningless.

Even if that is the case, we will continue to challenge ourselves to do what is good and genuine. You may not understand this just by listening or seeing. You must feel it. Once you try the SPORT shirt on, that experience will inspire a new sense in you.