This is what it takes to sell a plain black t-shirt for $75. From the pitch for the “Empire Merino Tee” from Outlier:
The Outlier crew is back with another future classic. This time they took on the tee shirt. Outlier sourced an ultrafine grade of merino from the Southern Alps of New Zealand, and had it cut and sew in midtown Manhattan, just blocks from the Empire State building. This superior quality merino cools you in the summer, keeps you warm in the winter and looks great all year round. It’s so soft and well tailored you’d think you are wearing nothing at all. In other words a tee-shirt fit for an emperor.
Outlier named it the Empire Merino Tee after their friends from the forthcoming Empire film, a movie showcasing New York City’s fastest and most skilled street riders. Like Empire, Outlier is bringing New York’s quality and style to the world of cycling.
I was going to really take them to the mat on this one, but I did some looking around and it appears that really high-end merino wool t-shirts really do go for at least $50. The cheapest one I could find (from Smartwool) is still $35—and that’s on sale.