Great points. 1. We think in the categories we compete -- polos, tee shirts, etc, we are comparable (and strive to be better!) in quality and style to Lacoste,

Great points. 1. We think in the categories we compete -- polos, tee shirts, etc, we are comparable (and strive to be better!) in quality and style to Lacoste, RL, James Perse, etc. These companies use great inputs, and the biggest difference in the actual design will be our lack of logo. We think that, in itself, makes a statement, and we hope there are a lot of people like us who appreciate the statement that it makes. We aspire to have higher quality and more consistent style than Uniqlo and American Apparel. Yes -- people are paying premiums to other brands, and some of it, for some people is aspirational. We hope people will pay for quality, and if anything, vote with their dollar for a company that reflects their value. We don't want to charge a premium for that though. Our values will be present in the brand by necessity, because we're going to be detailing all along the way of how we're building our company. 2. To us the biggest problems with fit are intra-brand consistency and intra-style consistency. Many manufacturers have poor quality control and a single shirt in the same size will come off with vastly different measurements. ex: http://reviews.urbanoutfitters.com/5309/15787476/bdg-v-neck-tee-reviews/reviews.htm?reviewID=24255028 http://reviews.urbanoutfitters.com/5309/15787476/bdg-v-neck-... we'll never, ever have this happen. Quality & consistency is of utmost importance to us. We want you to find the size that works best for you (they all have an inch or two leeway) and once you know it, you can order without worry. Even before then, you can, because we offer free returns, paid postage both ways, but we want the experience to be pleasant from day one. We're pioneering a bunch of ways to make the experience as easy as possible including FitPaks, true-to-measure sizes, questionnaires we've devised, accurate photos of real people, and many, many other things -- but we're always open to ideas! We hope you'll follow along and continue to give us candid feedback. We are confident that our success will depend on the support and feedback from people like you!