The Concept
We launched Ministry of Supply around the dress shirt – a garment central to the men's wear-to-work wardrobe and in desperate need of an upgrade. Since the 2012 launch of Apollo (which was actually an evolution of the Agent) our shirting line has progressed to include the Archive and Gemini dress shirts.
While plenty of offices still assert a formal dress code, the 9-to-5 norm is evolving into a more casual look. And that's where we saw the need for a button-down that would bridge that gap. Something you could wear untucked – and still look polished doing so – in a laid-back office setting.
The Hypothesis
And so our next step was clear: we would add a more relaxed button-down to our dress shirt line. It would come in one easy fit that that could be worn untucked. As for fabric composition, we knew we wanted to use the same material we use in the Gemini Dress Shirt. It’s a blend of cotton and PCM-infused polyester that manages moisture as it prevents clamminess and cling for hours on end – perfect for the long-term wear we’d envisioned for Gemini Casual.
Stay Tuned – Part 2 on Monday
