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The Shirt

1 300 NOK
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Free Shipping | Free Exchanges & Extended Returns

Dating all the way back to 27 BC, we need to fast forward to Marie Antoinette and then skip another few hundred years to mark the popularization of the shirt as an everyday essential thanks to Katherine Hepburn, Uma Thurman and the likes. Challenging its formal origins, we’ve designed The Shirt, as THE Shirt, no matter the occasion. Cut from a crisp and breezy organic cotton poplin, it features a slightly oversized silhouette with dropped shoulders and a long back. Pop it over a pair of blue denim or tuck it into a skirt. Or just skip the bottoms entirely for a day on the sofa, or at the beach. We promise, it’ll elevate any look.

  • Crisp 100% organic cotton 138g/sqm Poplin weave
  • Dropped shoulders
  • French placket
  • Mother of Pearl buttons
  • Rounded bottom hem
  • Single button cuff
  • Revival reward: 10 EUR/USD/GBP or 100 SEK - Learn more
  • Oversized fit
  • Pre-shrunk
  • 7 sizes, XXS-XXL
  • Lovisa (White) measures 177cm (5'10) in height, 80cm (31") around bust, 69cm (27") around the waist, 90cm (35") around hip and wears size S
  • Wash at 30 °C
  • Hang to dry
  • Iron on reverse at medium temperature, 150 °C
  • Do not tumble, dry-clean nor bleach

View detailed care instructions

  • Care: Explore our garment care guides and garment care products
  • Repair: Drop off garments for free repairs in our stores or order spare parts for local repair. Order spare parts here.
  • Revive: Send back your irreparable or unwanted garments for us to take care of. Revival award for this garment is 10 EUR/USD/GBP or 100 SEK - Learn more.

Model also wearing

Full Transparency

For every garment, we disclose its supply chain traceability, environmental footprint and cost structure. The more we know, the better decisions we make, the more we cherish what we buy and the longer those items will last.

      Landed Cost 429 NOK
      Asket Price 1300 NOK
      Traditional Retail 2580 NOK
      429 NOK
      1300 NOK
      2580 NOK
      • Raw Material & Milling 166 NOK
      • Manufacturing 249 NOK
      • Trims & Packaging 3 NOK
      • Transport 11 NOK

      With direct-to-consumer sales and a permanent collection, we don't have wholesale markups, no deadstock, no markdowns, no sales and no discounts. Our garments are priced right, all-year round. The traditional retail price is based on a 6x landed cost markup, what we'd have to charge if we sold through wholesale. Our markup of 3-3,5x landed cost is lean and serves to cover landed cost (as shown) and a lot more: cost of sale (VAT, shipping, warehouseing, payment costs), marketing and admin (salaries, rent, product development etc), while maintaining a slim profit to keep reinvesting in changing the fashion industry for the better.

      91% Overall traceability

      Body fabric Organic cotton farmed and ginned in Izmir, Turkey.

      How is this calculated?
      • Raw material
      • Milling
      • Manufacturing
      • Trims
      • Transport

      11.76 kg CO₂e Carbon Emissions

      Impact is calculated in kg of climate change CO₂ equivalent. Figures refer to garment production (raw material to finished garment) and exclude post-purchase lifecycle stages (shipping, use phase, end of life).

      How is this calculated?
      • Raw material
      • Milling
      • Manufacturing
      • Trims
      • Transport

      Crisp Organic Poplin

      For The Shirt we set out to find a crisp poplin weave fabric. We landed on a yarn that is spun with a specialized technique to reduce hairiness and increase smoothness as well as strength. The yarn is woven into classic poplin weave with a crisp feel but undergoes a final wash for softness.

      • Yarn: 100% Organic cotton
      • Body fabric: 138g/sqm Poplin weave
      • Dye: Piece dyed
      • Buttons: Mother of Pearl buttons

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