Menswear Startup .Bk To Release Limited Edition Shirt Every Week

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Starting on November 18th, .Bk will release a unique shirt every week, each in a limited edition of 60 pieces.

Online-only menswear startup .Bk ( will release a unique button-down shirt every week, each in a limited edition of 60 pieces starting November 18th. This new model aims to create a digital community around unique clothing, a trend that ecommerce menswear companies have largely ignored.

"After six months of connecting with customers & testing our product, we've pivoted to a weekly model instead of a collection-based one. In doing so, we've accelerated our design process and increased the exclusivity of each shirt while still offering incredible, handcrafted quality at an accessible price point," says .BK founder Teghvir Sethi.

To celebrate the launch of this new model, .Bk is releasing its second collection Old Souls that same week. This homage to the past is inspired by individuals preserving traditions and crafts of the past, from woodworking to croquet and even dying languages.

The .Bk mission was also inspired by an earlier time, when the fashion industry wasn't yet dominated by mass produced clothing. So pairing the new business model with this lifestyle theme seems a fitting choice. Says Sethi, ’"We realized something: most men's shirts are mass-produced by the thousands. Week by week, we're making unique style possible again."

.Bk is an online-only, Brooklyn-based limited edition men’s clothing startup that launched in early 2014. The company offers personal, handcrafted clothing in transparent, limited quantities. In place of mass production, the company champions the use of small batch production for its use of skilled, salaried tailors that craft each garment individually. The result is luxury quality, small production runs, and a personal relationship between maker and garment. Teghvir Sethi is .Bk’s founder and designer.

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Megan Coxe
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