If Jay Z was still in his early 2000s “crisp pair of jeans and button up” stage, he most likely would of logged on to Amazon and ball out on the e-commerce giant’s very own line of dress shirts from their newly devised menswear brand, Buttoned Down. Yeah, I know most of you could not even imagine Beyoncé’s beau perusing Amazon for threads, but the online shop’s offerings are pretty clutch, not to mention affordable, and its new line only accents the fact even more.
Launched on December 6th 2016, Buttoned Down features an array of (you guessed it) button downs made from non-iron, 100% Supima Cotton backed by a no hassle, money-back satisfaction guarantee. “At Amazon, we’re always looking to make high quality apparel for our guys,” states Warren Satchell, Men’s Fashion Editor at Amazon Fashion. “Whether he’s wearing it with a suit and tie, or just tucked into jeans on a casual Friday, Buttoned Down is a no fuss reliable option that guarantees effortless style and great value.”
Warren is certainly not fibbing about the dress shirt’s honorable attributes. Supima cotton is also utilized by top tier menswear brands such as Brooks Brothers, Lands’ End and is even found in Ralph Lauren towels! Supima Cotton is known as the “cashmere of cottons,” due to its softness, strength and brilliance of color. Furthermore, it is 35% longer and 45% stronger than regular cotton. The shirts will cost you anywhere from a mere $39 to $49, while a Brooks Brothers top will charge you about $50 more, utilizing the same Supima Cotton. It doesn’t take the three female protagonists from Hidden Figures to figure out where a smart consumer will shop! “We are committed to making shirts that stack up to brands you would pay double for, or your money back,” reads the product’s page on Amazon.
What also gives the Seattle-based company’s private-label collection an upper hand against competitors is that the tops are available in a wide range of sizes, including big and tall for the Shaq’s of the world. Each shirt is either in a fitted or classic cut, which promotes individual styling.
Before you whip out your credit card to cop, please make sure you sign up for Amazon Prime because that is where the dress shirts are exclusively offered. Members of the service have the luxury of receiving free Two-Day Shipping for eligible purchases, unlimited streaming of movies and TV shows with Prime Video, and the ability to borrow books from the Kindle Owners' Lending Library for $99 a year or $10.99 a month. Every time Amazon adds exclusive items to its Prime service, the product becomes much more sought-after. Furthermore, the online retailer gets to keep more of the upside and gains leverage over other brands.
According to Ed Yruma, managing director and equity research at Keybanc Capital Markets, Amazon has quietly released over a whopping 1,800 products that are all under seven in house brands it trademarked in Europe through a Luxembourg-based subsidiary called, Amazon Technologies. The in-house brands include: Franklin & Freeman (Men’s dress shoes), Franklin Tailored (Men’s suit and accessories), James Erin (Women’s clothing), Lark & Ro (Women’s clothing which is also available in Canada), Society New York (Women’s clothing), North Eleven (Women’s accessories for cold weather) and Scout + Ro (Children’s clothing). Most of the garments offered are priced below $100!
For those not in the know, Jeff Bezos founded Amazon.com in 1994. The e-commerce pioneer’s brainchild started as a bookseller, then gradually graduated to selling movies, electronic, music and toys. Now, it pretty much provides everything a person can ask for. “What has worked for Amazon is focusing on the customer,” says Jeff.
Amazon’s Private label collection plans to expand into dress pants, sport shirts, and sweaters in the near future.