The Japan Rainbow Gingham is the first Classic Button Down to get our updated fit and we couldn't ask for a more beautiful start. It’s always a challenge to try to improve one of our longest running products. Over the summer we decided to gather all the feedback — ours and yours — to see if we could do even better. We think we can. This is the result of a lot of iteration and months of sampling. We think the results are worth it and hope you agree.
There's clearly a reason Ginghams are so popular. There classics and they bring together color in a balanced and crisp way that always looks great. Our challenge was to find something a bit different for you today. Throwing in a bit more color was the answer . . . 5 colors to be exact. Navy, crimson, orange, moss and white. At first you might struggle to imagine how these could all come together, but in equal proportions in this Gingham it works wonderfully. It's at once different than what you expect of a Gingham and also refreshingly vintage. This fabric is flowingly soft at 4 ounces. This is the perfect shirt to balance classic looks with a fun twist.
We spent the most time really making a true improvement to fit. The best way to put it is that our updated fit simply feels more organic. There is a much more sophisticated and natural shape to the entire body, from shoulders to chest to waist that better matches the natural curve of the the human form. We’ve better aligned shoulder and chest widths and given the bottom hem only a subtle curve, striking an improved balance between tucking and untucking ability. The improved fit is something you notice the instant you put this new shirt on. It just flows with the body better and feels better on. We also believe this fit is more universal. It’s taking the place of slim and classic fits . . . this is now our best fit.
We also took this opportunity to make two key upgrades to the details while preserving the classic style we all love. The first is button placement on the placket. Most people are wearing these shirts without ties and now opening that top button leaves the ideal shape. Second is a gently rounded chest pocket shape to provide a softer, more organic look. Of course, we’ve kept all the intricate construction details from the single needle work to locker loop to box pleat.
Buttons downs that are made in the USA using our quality of material and construction are typically priced at $175 to $300. The Gustin model, with your support, lets us do much better.