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These t shirts are unique for being made exclusively for us wholly with fibres ring spun into yarns manufactured exclusively for WeAdmire. These yarns are then knitted into a single jersey fabric suitable for t shirts.
The CoolMax bit exploits the surface tension of water to wick moisture from your skin. It works through micro channels engineered into the profile of the fibre. These channels are physical attributes, they are there for the life of the fibre.
The Fresh FX bit embeds a silver salt in the molecular structure of the fibre that stops the propagation of bacteria which, left unchecked, ultimately cause a sour odour. Because the silver salt is embedded within the fibre it, like the wicking, is similarly permanent; it will not leech out with wear and washing.
These attributes deliver shirts that remain cool and dry almost regardless of what you might do in them and similarly they remain fresh. And the ongoing performance of the fabric is guaranteed. This is important, these shirts will become your favourite items of apparel, you will want to wear your shirts again and again.
These shirts are marvellous to travel with, they stay fresh if you don’t have the chance to wash them, they wash easily when you do have the chance, and they dry super quickly. There is also a very useful side effect to all this: our shirts keep anything you wear on top of them and what you might wear after wearing them fresher too.
The cut and fit and sizing of these shirts is exclusive to us and was specified by Anastasia Vouyouka, a published guru of fit in the fashion industry.
The feel of the very best natural fibre shirts you have experienced with the performance of the fibres that set the benchmarks for wicking and freshness. It is very unlikely you will have experienced this level of technical performance in a decorated t shirt before.
Ray Charles said there were just two types of music: good music and bad music. Somewhat out of time, the designer Ben Turner was raised on a strict Chess Records’ diet by his parents. He has delivered five shirts, four with line drawings of four of his favourite artists: Muddy Waters, Chuck Berry, Bo Diddley and Howlin’ Wolf and one featuring all four with the old Chess logo as a faded background.
In the 1950s the likes of Muddy Waters, Chuck Berry, Chester Arthur Burnett aka Howlin’ Wolf, J B Lenoir, Buddy Guy, Bo Diddley, Willie Dixon, Etta James, Sonny Boy Williamson, Eddie Bo, Big Bill Broonzy John Lee Hooker and many more were all signed to the label. What happened? If you had a label with half this talent signed today you would dominate the music business and deserve to be bigger than Wal Mart.
We have a popular t shirt: Money Killed The Beautiful Game. It is hard to conclude money did not kill beautiful and original music. An extrapolation of the mindset money talks and therefore comes first is that quality expression and music must come second. Certainly money brings all those spivvy pretentious types for whom music was a means to an end rather than an end in itself. This focus is antithetical to quality innovation and creativity although it does not have to be so. Indeed you will tend to find quality and monetary success are bedfellows provided you put quality first.
It seems to me the Chess Records’ legacy and example of outrageous creativity and the spontaneity of its artists was finally dissipated by the late 70’s. By the 80’s The Beatles, The Rolling Stones, Cream, Jimi Hendrix, The Who, Led Zeppelin, Crosby Stills Nash and Young, Thin Lizzy, Bob Marley, and a whole raft of great American bands had come and gone.
Looking back it is natural to be troubled by the thought that the apparent lack of anything really compelling now is a generational thing – that people older than about 25 do not understand you have to be on something to get off on a continuous, metronome accurate, computer generated beat that goes on and on and on and on. But there can be no doubt quality is permanent and trends in music are temporary, and in my view marketing led. Or as Ray Charles put it there really are only two types of music…