We noticed countless people online complain about laundry day - avoiding it, dreading it, or flat-out refusing to deal with it - we leaned into the tension.

For True Classic, a brand known for selling simple packs of tees, we created the 365-pack. One shirt for every day of the year. No laundry required. At least, not for a while.

What started as a tongue-in-cheek idea quickly became something much bigger. People didn’t just find it amusing - they wanted it. So we made it for real.