Proper Cloth Builds Its Fussy Brand On Cheap Overseas Factories
“Made to the Highest Standards”
That’s the promise of Proper Cloth.
The highest standards, as the managers of Proper Cloth think about it, all have to do with design and engineering. So, they’ve created an algorithmic process, using machines controlled by computers, to figure out how to make shirts that match what they assert is the proper fit. Apparently, we suffer from a plague of shirts with seams that are a millimeter too far to the side, or collars that don’t quite flex in the proper arc. So, Proper Cloth pledges to provide its customers with the “perfect fit”. A good fit just isn’t good enough, apparently.
Financial elites can afford to be picky. Proper Cloth’s low-end shirts cost $95 a piece. One of its white twill shirts, which looks like, well, a white business shirt, costs $265.
Proper Cloth shirts aren’t for people who struggle in life. They’re for rich people who like to be fussy, pretending that spending a great deal of extra money on the basic necessities of life, such as clothes, demonstrates taste rather than gullibility.
Proper Cloth shirts are made by people who struggle in life.
The cloth in many of the Proper Cloth shirts comes from textile mills in China. Their shirts are put together by “experienced tailors who carefully hand-sew shirts with care” working in harsh conditions in Malaysian factories for low wages – not by Brooklyn hipsters who have achieved work-life balance.
These factories are able to provide fabric and labor to cheap companies like Proper Cloth at a cheap price. Proper Cloth management wants its customers to believe that they’re getting the best, but they don’t want to pay a high price for it. So, Proper Cloth cuts corners by outsourcing the work to foreign factories where the environmental and safety standards are low, and where workers are paid low wages. When they do business with China, Proper Cloth keeps labor costs low through cooperation with the exercise of abusive power by an autocratic centralized government.
Proper Cloth doesn’t admit that its outsourcing practices are cutting corners, of course. They prefer to use terms like “supply chain and logistics” and “streamline operations” to “deliver a better value” to refer to the way that they outsource work to foreign factories with sloppy standards.
Then they hire handsome male models to make the cheap product seem refined.
Are you buying it?