Brand Profile
I’m Michael, founder of W. Rubens. Launched in 2021, we’re an emerging brand that’s currently focused on creating a new kind of luxury T-shirt.
W. Rubens started back when I was a stylist. People would ask me where to get the best white T-shirt, and I didn’t know. So I decided to do something about it…
It starts with the fabric. Most T-shirts (even from high end brands) are made from thin, mass-produced cotton jersey. At W. Rubens, all of our T-shirts are made from finest Italian (BCI) cotton. It’s expertly processed for softness and durability, then woven into a mid-weight fabric with a unique hand-feel.
Then comes the process. Each Rubens is handmade in our London-based atelier, where we’re trying to revive interest in the ‘Made in England’ badge of honour. Using traditional tailoring techniques, our T-shirts are crafted with precision and detail.
The result is a luxurious take on an everyday classic — the versatility and simplicity of a plain white T-shirt, with the elegance and stature of a bespoke suit. Look out for our signature Rubens lapels and bibs, which elevate each style with a striking sense of individuality.
Of course, this is a process that involved a great deal of time and care. True style takes authenticity, confidence and originality — our designs can reference anything from classic sportswear, to art, to architecture. Handcrafting each Rubens takes an average of eight hours per T-shirt, which is why all our styles are made to order in limited capsule collections. The goal is to give the Rubens customer an investment piece they can wear for life. Encouraging restrained, thoughtful and meaningful consumption. Celebrating timeless and iconic style.
W. Rubens is more than a fashion label; it’s a mindset, a home, a community. We work with select partners who care about the welfare of their workers and the planet, partnering with local craftspeople to run our atelier. In the future, we want W. Rubens to be a hub for British talent, supporting fellow creatives and uplifting the artisanship that has fueled Britain’s economy for centuries.