When Steven Borrelli launched Cuts Clothing in 2016, his goal was simple yet innovative: to create high-quality shirts that seamlessly transition from workdays to weekends. Noticing office dress codes shifting towards business casual, Borrelli spotted a gap in the market. Men needed versatile staples to go from meetings to happy hours effortlessly.

Initially cautious about publicizing his venture, Borrelli’s restraint allowed Cuts to organically build a reputation for revolutionizing men’s shirting. The brand’s direct-to-consumer model and social media marketing created significant buzz around its line of upgraded basics. By reimagining details of traditional button-downs, Cuts filled the modern man’s need for pieces as refined as they are relaxed.

Though 2020 brought its share of obstacles, Cuts demonstrated remarkable resilience. As the pandemic strained operations, the company shifted advertising to lifestyle themes that suited stay-at-home needs. Augmenting promotions with influencer collaborations on Instagram, Cuts drove a 217% year-over-year sales increase. The brand also expanded into polos, quickly selling out initial stocks of its fresh take on another timeless staple.

Cuts met surging demand through sourcing diversification and customer service adaptations. Its manufacturing spanning China, Vietnam, the Philippines, and the U.S. enabled supply chain continuity. By hiring remote workers abroad, Cuts managed peaks in customer inquiries as warehouse staffing decreased for safety precautions.

Now a leading men’s athleisure apparel, Cuts Clothing’s ascent spotlights the power of fusing quality with versatility. By honing heritage pieces for flexibility between work and play, Cuts carved out a niche meeting the modern urban lifestyle on its terms.