London – Collar Club is a new concierge service offering the city’s gentlemen an opportunity to stay ahead of the pack with freshly laundered shirts delivered each week.
The service, which speaks to the city’s discerning gentlemen, charges £95 (€130, $147) per month. In exchange, users are entitled to 11 Jermyn Street quality Egyptian cotton shirts manufactured in southern Italy. Five of these will be delivered to the customer’s address at the start of each week, freshly laundered, ironed and packaged, in exchange for the previous week’s pile of worn shirts.
Although subscribers don’t technically own the shirts, they can opt to buy them for a nominal fee at the end of their subscription, or donate them to Suited & Booted, a charity that helps unemployed people into work.
‘We don’t want people to buy office wear ever again,’ founder and CEO of Collar Club Hasan Mustafa tells LS:N Global. ‘All you need to be concerned with is putting on a crisp, clean shirt at the start of every day.’
For more on how ownership is receding as a measure of value, read our macrotrend The New Value Economy.