There are changes afoot for Foremost, the small-batch clothing company launched by Need founder Matt Alexander in early 2015. Starting April 7, shoppers can get their hands on even more affordable, American-made men's and women's threads through a new-and-improved website. Like men's lifestyle site Need, it will be available in 44 countries.
All production has been moved to Los Angeles, and there will be an increased focus on quality, better price points ($44 average), and a much larger scale of delivery. For example, the T-shirts released first in the new collection, in neutral tones of black, gray, and cream, are made from an "amazing cotton" that is superior in quality to previous offerings. They cost $24 apiece, compared to $28-$32 from before.
The overall aesthetic remains minimal; think tees, oxfords, sweats, and denim. The latter arrives in May, priced at less than $100. Also new is a recycling initiative: Foremost customers will be provided with pre-paid labels to send off unwanted/unused clothing for recycling.
Also expect a content component to the site, in the form of film shot by independent directors. "The first is a lengthy behind-the-scenes look at our first LA-produced collection, shot by local Andrew Holzschuh," Alexander says. The films will be released as episodes to coincide with clothing releases.
Back when it originally launched, Alexander explained Foremost as "our endeavor to bring the exclusivity and experience of Need to this younger audience of men and women. They’ll be able to affordably purchase high-quality clothing with all the hallmarks of a luxury brand — numbered, small-batch, and American-made."