From his time in one of the leading consulting companies, founder Joachim Latocha knew the high requirements a business shirt should have. But no brand had yet made a simple concept that would eliminate the struggles of finding new shirts. Therefore he decided to make his own. The result is BARONS, a shirt company focusing on high quality in a simple and minimalistic design that values timelessness that lasts over time.
The idea of creating fewer pieces of a higher quality and in a permanent collection is something we have seen more of in the last few years. I believe this is the new way of creating a lucrative business and earnings. A bond builds upon trust between the business and its customers. Of course, there should always be a consistent strive to improve the products. But trying to do it right from the start, holding on to your values, design, business model is something I truly appreciate.
BARONS’ permanent collections contain just that: 10 refined shirts in four main models, "The Consultant", "The CEO", The Lawyer" and "The Founder". The different models are individually adapted with unique fabrics, collars, and cuffs to fulfill the need for everyday Corporate Warriors - businessmen, who wear a shirt 200+ days a year. For example, The Consultant comes in BARONS’ twill fabric which is both light and durable at the same time. The Lawyer on the other hand is weaved in an ultra-light cotton quality making the stripes look razor-sharp, just as you want them to. If you don’t want to switch out your shirt with a t-shirt in the evening - then it has truly fulfilled its function.
With this in mind, there are certainly ways to contribute, as a consumer, when it comes to maintaining a sustainable wardrobe. First of all, buying fewer pieces but of better quality is an ideal start. Slow fashion is always better than fast consumption. Secondly, research your own and buy clothes from companies that share the same values as yours. Also, companies that work direct-to-consumer with permanent collections aren’t locked up to certain seasonal drops meaning a remnant stock isn't an issue. These are some of the values I do care about when it comes to sustainability and BARONS crosses all those boxes. Something worth thinking about when investing in your next business shirt. That’s at least how I do it.
Go to barons.se to find out more.