True Classic’s perfect fitting tees put them on the map, but their bold approach to dad bod humor fostered a fanatic brand loyalty and a community of everyday guys. But dad bod humor spoke to one body type, and a narrow lane of customer. If the brand was to grow it’s reach and expand to new cohorts, we had to evolve our voice and aesthetic.

The solution? A full rebrand rooted in the relatability and humor that made us beloved, with a matured approach to talking about guys’ bodies. We elevated to a certain degree, with a dash of humor. It was a creative pivot that would also pave the way for a more natural transition to a women’s line.