Brand palette, documentary feel. Pulled from: existing model + AI-generated warm interior.
Built for India
Most basics in India aren't really basic. They're imported and marked up, or local and cut corners on fit, fabric, or finish.
We started Better Basics because we couldn't find clothes that just worked — that fit a real Indian body, that didn't bag out after a wash, that we could buy without thinking about. So we test fabrics. We design fits for the way Indians actually wear clothes. We size for short, regular, and tall. And we keep the line small enough that we can stand behind every piece.
Read our story →
The Better Breakdown · Ep 03
Why our white tee took the longest.
Most white tees go thin, sheer, or shapeless after three washes. We rejected version after version to land on these two. The full story — fabric weights, fit decisions, and why 180 GSM matters — is in the breakdown.
Read the breakdown →The catalogue
What we make
The receipts
By the numbers
11
fabrics, each
tested and chosen
~95%
of fabrics rejected
before we picked
3
fits — slim,
regular, relaxed
18
size combinations
on every tee
Build a rotation
Three tees on rotation. Two bottoms that go with everything.
Bundles for people who'd rather wear the same five pieces well than the same fifty pieces poorly.
From the community
BB on you
