Creating the perfect logo
We wanted our logo to convey the core idea of the brand: something classic and timeless with clever and clean details. We started with a classic Linotype font and added flourishes to the G's and R's to make it our own.
“My singular obsession has been to design and create a thoughtful collection of perfect white shirts. In my quest for supreme focus and simplicity, I am launching with only women’s shirts, but do have plans to expand to include men’s in the future.”
“Good white shirts are so hard to find because they are very hard to make. The process involves perfecting tiny details. It takes both vision and attention to minutia.”