The Chipotle Of Sweaters

Why buying a sweater should be more like ordering a burrito.
Jan 22, 2021
By Slater McLean

sweaters made for you

Since starting Oliver Charles a little over a year ago, we have relied heavily on our Customer Advisory Board's input to design the perfect sweater.

We collected more than 100k data points, spoke to hundreds of customers on the phone, and built a community of over 1,700 people from all over the world.

What did we learn from collecting all this data? Everyone is different.

When we started, we were searching for a common thread we could craft a product around. We realized that's how every clothing brand does it, and it's not working.

So we decided to stop searching for a common thread and instead embrace the uncommon threads. Rather than forcing customers to conform to our standards, we want to conform to theirs.

We should be able to buy clothing the same way we order food at Chipotle... personalized to our liking. So that's where we are headed. To make buying a sweater more like ordering a burrito.

We aren't setting out to become a custom clothing brand. We just want to be everyone's favorite sweater.

We dream of being your go-to piece of quality clothing. That one or two 😉 pieces of daily wear clothing that you'll always want to grab no matter where you are or what you're doing.

There is no way to do that without considering each individual's specific needs.

This isn't a new concept; custom suits, t-shirts, and jeans have been around forever. We want to apply these same concepts to sweaters.

We envision a future where some level of personalization is table stakes for all apparel brands. The benefits would be vast, not only for the consumer but for the planet.

Since the beginning, we've been committed to building a sustainable company from both an environmental and financial perspective.

With WHOLEGARMENT® 3D-knitting, natural fibers like merino and yak wool (“khullu”), and a personalized shopping experience, the two aren't mutually exclusive.

As much as we'd like to implement this modern sweater concept overnight, we can't. It will take us many years to get there, but we are starting with a solid foundation.

If you believe that every good wardrobe starts with owning less and owning better, consider buying yourself an OLIVER CHARLES sweater.
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