We Asked a Savile Row Tailor to Test All the ‘Best’ T-Shirts You See in Social Media Ads (2024)

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Chris Haslam

Gear

Bombarded by social media ads promising the “perfect” T-shirt whatever your shape, WIRED put these claims to the test with world-famous Savile Row tailors Gieves & Hawkes.

We Asked a Savile Row Tailor to Test All the ‘Best’ T-Shirts You See in Social Media Ads (3)

    Photograph: Son of a Tailor; Rapanui; Sunspel; Getty Images; Alamy

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    Everyone has a favorite T-shirt. Most right now covet Jeremy Allen White’s from The Bear. For WIRED senior editor Jeremy Allen White, it’s one of his prized In-N-Out Burger designs—but lately, across his social media feeds, he’s been inundated by brands claiming he’s wrong and that they have unlocked the secret to creating The Perfect T-Shirt.

    Some use heritage as a sales strategy, others target body insecurities, while a new breed of online fashion brands are turning to high-tech lasers and adaptive algorithms to create custom T-shirts, tailored to you. But which is best?

    The nine T-shirt brands tested have all claimed (primarily on Instagram) to make the perfect T-shirt or words to that effect. Some, such as Spoke and Son of a Tailor, make shirts to order based on the findings of an online questionnaire, while others sell a varying choice of sizes, cuts, and lengths.

    Obviously, fit is personal, and everybody is shaped differently, so to get the measure of each brand, Jeremy was joined by UK managing editor Mike Dent and contributing editor Chris Haslam, all of whom are different shapes and sizes, and—crucially—all have contrasting ideas around what makes the perfect T-shirt.

    Davide Taub, head cutter at world-famous Savile Row tailors Gieves & Hawkes, graded the T-shirts.

    Photograph: Gieves & Hawkes

    Gieves & Hawkes' headquarters at 1 Savile Row in London where WIRED tested the tees.

    Photograph: Gieves & Hawkes

    And because fit is only part of the puzzle, WIRED sought the help of Davide Taub, head cutter at world-famous Savile Row bespoke tailor Gieves & Hawkes. Hawkes, which has been a royal tailor since 1789, purchased its London headquarters in 1913, establishing “the Row” as an epicenter for fine tailoring. So it is fitting then that Taub passed his expert eye, and fingers, over the quality of the fabrics and stitching used. It’s worth remembering that we didn’t discuss pricing with him.

    It’s by no means an exhaustive list, but can the custom-fit, algorithmically driven designs really size you up like a professional? And perhaps most importantly, is there a cure (aside from hard work, diet, and exercise) for the dreaded Dad Bod?

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    Chris Haslam is an award winning consumer technology journalist with over 15 year'sexperience. As contributing editor for WIRED UK he specialises in audio, smart home, sustainability and all things outdoors. Testing tents in McLaren's Monsoon chamber remains a career highlight, while pitching reviews of exercise bikes a week before lockdown... Read more

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    We Asked a Savile Row Tailor to Test All the ‘Best’ T-Shirts You See in Social Media Ads (2024)

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