27/08/2026
Wear London Aficionados
A short note about something we’d rather you heard from us.
From the next production run, Trueman and Hoxton will be £35, up from £30.
We’ve held the price as long as we could. Over the last two years the cost of making these - the premium material, the manufacturing, the running of the business behind it - has risen materially, and we’ve absorbed most of it. We’ve reached the point where we can’t absorb the rest without changing the shirt itself.
That’s the part we weren’t willing to do. Same Italian cotton. Same factory. Same weight and same fit. Plenty of brands hold a price by quietly thinning the fabric or moving production somewhere cheaper, and the customer only finds out on the third wash. We’d rather raise the price and tell you why.
What’s on the site now is the current run at £30. When it’s gone, it’s gone, and the new run lands at £35.
Thanks for sticking with us.
Matt, Alex & Jim
