Tråd

The letters of Tråd are pulled apart and folded back into a single round symbol — small enough for a neck label, a button or a stamp on the box. Next to it, the name is set in a bold upper-case serif, plain and sturdy. Colour is taken from the cloth itself: five colourways — Ocean, Stone, Soil, Canopy and Cloud — and four neutrals. Courier Prime carries the headlines and spec sheets; Hanken Grotesk handles anything read in sentences.

The homepage leads with the garment and its details — collar, sleeve, knit — then the five colours and a single line of belief: we don’t do seasons. The Standard page spells that belief out in four principles, from “Designed to last. Made to matter.” to “A standard, not a trend.”

Every shirt is cut to order, so the flow starts with fit: two measurements from a T-shirt you already own. Then you adjust the cut, see where the garment comes from — four named stops from field to fold — and pay. The order summary stays beside you the whole way, and the thank-you page tells you exactly what happens next, week by week.

Natural daylight, real streets, no studio gloss. Every wide shot is paired with a close-up of the knit — the fabric is the product story. The launch posts and story reuse the same type, colour and mark, so each one reads as Tråd at a glance.