How we use technology to continuously innovate our shirts
At Charles Tyrwhitt, we combine classic tailoring with cutting-edge technology to build shirts that keep you looking and feeling top-notch. We may not have quite perfected a robotic smart shirt that launders itself (at least not just yet); but we do have state-of-the-art fabrics and garment tech that make your shirt-wearing life that bit easier. From non-iron finishes to sustainable fibres, this is how we’re innovating what we do best.
Launched a while ago, our innovative Non-Iron shirts changed the way our customers spent their mornings – reading the news and enjoying an extra cup of coffee instead of ironing – and made their days crease-free. Today, a big part of Charles Tyrwhitt's selection of men’s shirts is non-iron, as it seems our customers aren't looking back.
Our range then developed with a shirt that has conquered the heart of commuters across the globe: a shirt made from 100% cotton, treated to keep you cool by wicking away moisture. It’s needless to say this shirt enjoyed stellar success and led to an array of Tyrwhitt clothing we’re naturally calling Tyrwhitt Cool.
Your shirt needs to perform diligently regardless of what your day may bring – whether you’re dashing for the train or hitting the dancefloor – so for our next technological advance we thought about movement. Just the tiniest touch of springy elastane (7%) makes oodles of difference. It means fabric that stretches in four directions, and a shirt that moves with you – yet retains all the softness and durability we love about cotton.
For our latest innovation, we looked to the very fibres of our shirts. Having perfected the cotton shirt and the linen shirt (if we do say so ourselves), it was time to master Tencel™ – a sustainable fibre made from cellulose or wood pulp, in a remarkably eco-friendly process. The best thing of all is the fabric it produces: soft to the touch, gentle on skin, and full of movement. By combining it with linen, we created a fresh, airy shirt with a softness and drape that only Tencel™ can provide.