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Untuckit: US Shirtmaker’s UK Store Launch

Shopping for shirts can be a tricky task for men. With brands differing in sizing and styles, finding the perfect fit – or even getting close to it – can seem impossible without opting for bespoke tailoring. Whilst styling is important, the sizing of a shirt is often the crucial detail that makes or breaks the styling for a discerning gent.

How many times have you found a shirt that is on-point in so many ways except size? Men, we’ve been here before, right? There’s no point having a sharp shirt that looks dapper, has all the right detailing from cuff to collar and looks the part… only for the sleeves to bellow like you’re in a 90’s pop video and the shirt length is closer to your knees than your navel.

Every man is different. Every discerning gent is unique. Simply picking a small, medium or large just doesn’t cut it now for today’s men. And the standardised shirt lengths – the usual longer length – just doesn’t look good when untucked.

From these frustrations, Untuckit was born. The two founders, Chris Riccobono and Aaron Sanandres just couldn’t find shirts that look good when worn untucked. Exploring this niche has proved fruitful for the two, opening more than 80 retail stores in the US since 2015. In November this year, Untuckit opened its first overseas retail stores – in London’s Covent Garden and Westfields London – prime shopper hot spots ahead of the festive buying blitz and beyond. Whilst proving beneficial for Riccobono and Sanandres, so too has Untuckit proved a hit for men wanting shirts shorter in length and closer in fit.

Looking at the shirts, it’s clear to see why they’ve been a success. Firstly, there’s the 50 fit combinations that give as wide a size spectrum as men are in form whilst secondly, colourways and patterns come in a vast array of options. The in-store experience is slick and fuss-free, including a complimentary whisky tasting while you get fitted for your ideal size. There’s no clutter or stack’em high tactics, just select rails with neat selections of the range. Due to the high number of sizes and fits, it makes no sense to have every single size option available on the rail. Instead, Untuckit showcases the styling to lure the buyer into trying his preferred, and fitted, size.

Range is important too – whilst shirts are the primary focus, Untuckit also offers a range of knitwear and chino options – perhaps the best combination for an untucked shirt. The product extension makes total sense – especially for the London retail stores where men on the hunt for sartorial attire can cover many attire options in one hit retail hit. But this is beyond short term Christmas gifting and the medium-long term aim for Untuckit must be to squeeze into the London/UK shirt market and entice those buyers currently loyal to the likes of TM Lewin, Charles Tyrwhitt or Eton amongst other men’s fashion brands.

With celebrity endorsers such as Leonardo Di Caprio and Matthew McConaughey stateside alongside Manchester City midfielder Kevin De Bruyne and England rugby legend, Martin Johnson flying the flag for Untuckit in the UK, it’s easy to see why this brand means business. Ultimately, it’ll always come back to the quality of the product and DiscerningGent.com can confirm these shirts have the styling, fit and detailing to be a real contender.

RRP £70 – £150 – Untuckit

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