IF... THEN WELL Launches Beige T-Shirt at Discount Price

MIAMI, FL, UNITED STATES, October 5, 2026 /CourierPR/ -- IF... THEN WELL, a Miami-based men’s apparel company focused on making one premium T-shirt exceptionally well, has marked World Cotton Day by launching Beige, its first new color since 2023. The company, founded in Miami in 2020, is set to sell the T-shirt exclusively through its website, ifthenwell.com, for as little as $25 each, with the new color set to be available on October 7, 2026.

The T-shirt, made from 100% Peruvian Pima cotton, is a testament to the company’s commitment to quality and sustainability. The company’s focus on using only the finest materials and adhering to strict production standards has set it apart in the competitive men’s apparel market. One of these standards is the requirement of working with independently certified factories, which are audited against standards covering forced labor, child labor, compensation, working hours, health and safety, and other workplace conditions.

However, the company is currently facing challenges due to new U.S. tariffs imposed as part of a broader Section 301 action covering 60 economies. Peru, where the company’s production facilities are located, is among the economies subject to a 12.5% rate, subject to certain product exemptions. The tariff does not distinguish between garments produced in independently certified factories and those that are not. This has created a frustrating situation for a small U.S. business like IF... THEN WELL, which already chooses to pay more to work with independently certified factories because working standards matter to them.

Despite the tariff impact, IF... THEN WELL is not raising its prices. The company makes this possible in part by selling exclusively through ifthenwell.com, avoiding retail markups and overhead, while keeping marketing expenditures intentionally limited. Its goal is simple: exceptional-quality T-shirts customers can afford to wear every day.

Beige, the new color set to be launched on October 7, is a light, understated neutral designed to pair particularly well with dark blues and darker shades of gray.

IF... THEN WELL, a Miami-based men’s apparel company focused on making one premium T-shirt exceptionally well, has marked World Cotton Day by launching Beige, its first new color since 2023. The company, founded in Miami in 2020, is set to sell the T-shirt exclusively through its website, ifthenwell.com, for as little as $25 each, with the new color set to be available on October 7, 2026. The T-shirt, made from 100% Peruvian Pima cotton, is a testament to the company’s commitment to quality and sustainability. The company’s focus on using only the finest materials and adhering to strict production standards has set it apart in the competitive men’s apparel market. One of these standards is the requirement of working with independently certified factories, which are audited against standards covering forced labor, child labor, compensation, working hours, health and safety, and other workplace conditions. However, the company is currently facing challenges due to new U.S. tariffs imposed as part of a broader Section 301 action covering 60 economies. Peru, where the company’s production facilities are located, is among the economies subject to a 12.5% rate, subject to certain product exemptions. The tariff does not distinguish between garments produced in independently certified factories and those that are not. This has created a frustrating situation for a small U.S. business like IF... THEN WELL, which already chooses to pay more to work with independently certified factories because working standards matter to them. Despite the tariff impact, IF... THEN WELL is not raising its prices. The company makes this possible in part by selling exclusively through ifthenwell.com, avoiding retail markups and overhead, while keeping marketing expenditures intentionally limited. Its goal is simple: exceptional-quality T-shirts customers can afford to wear every day. Beige, the new color set to be launched on October 7, is a light, understated neutral designed to pair particularly well with dark blues and darker shades of gray. Founded in Miami in 2020, IF... THEN WELL is a direct-to-consumer men’s apparel company built around a simple philosophy: whatever you choose to do, do it well. Rather than continually adding product categories, the company focuses on refining one product - a versatile, timeless men’s T-shirt made from 100% Peruvian Pima cotton. Beige will be available October 7, 2026, at ifthenwell.com. Michael Schwager, the co-founder of IF...