Ashton Kutcher on Quality T-Shirts and His New Summer Line
is known for many things-his awesome tweets, his acting and producing skills, his romantic ties with A-list actresses (Demi Moore, Mila Kunis, etc)-and when he got behind T-shirt company, Pickwick and Weller, we could finally credit him as a fashion designer, too. Along with Ryan Donahue and Matt Rowe, Kutcher is a cofounder of the L.A.-based brand that allows customers to try on the tops at home for free via a Home Fit Kit, so shoppers can find their perfect sizes. Before the new Spring/Summer 2013 line launches tomorrow, we chatted with Kutcher about why he got behind this line, why a comfy T-shirt is so important, and why it's okay to sport tees all week long.
ELLE: Why did you choose to do tees?
Ashton Kutcher: T-shirts are the uniform of this generation. If you are going to wear something every day, it should be the best. Our aim is to make the best T-shirts on earth.
ELLE: How much are you personally involved in the design process?
AK: I'm involved with the design standard creation. The true designers are the consumers-we just provide the palette.
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ELLE: Why is the comfort factor of this line so important to you?
AK: Comfort is essential! Feeling good is a product of comfort. We want a product that people want to live in. Your best T-shirt should be like your bed, it just feels like you are home when you are in it.
ELLE: How would you describe your customer?
AK: Our customer has his or her own voice, own taste, and appreciates quality. Their lives demand the freedom of casual wear but exude the confidence to rock a T-shirt in the staff meeting. They are the creators in this world, and while Fridays may be the casual day, their weekend starts on Monday.
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ELLE: The price-point is approachable. Did you and the team take that into account in the beginning?
AK: I think we live in a prove-it-to-me world. In e-commerce, your prices have to be better because the consumer has to take a leap of faith in your product. Our edge is in providing a great product at a great price that you can get without leaving your living room, and backing all that up with world-class customer service. We don't want to be the best at one thing. We want to be the best at everything.
ELLE: Why was it important to have the product be made in the U.S.?
AK: The easy thing to do in textiles is to push production sourcing and manufacturing offshore. The margins are better; however, when you run a good business you can find other ways to maintain competitive market prices. We build our technology in America, we sell our product in America, and we make our product in America. I think the quality of our product and brand reflects the spirit of America through and through. Our consumers don't cut corners and neither do we.
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