J.J. Threads


Jay Wich introduces J.J. Threads.

Innovative custom shirting company at the crossroad of fashion and technology: Log On. Shop. Connect.

NEW YORK – Creativity, customisation, and community are the principles behind the online shirting company J.J. Threads. By blending technology and fashion, founder Jay Wich is curating a digital space where members are able to build their own one-of-a-kind shirts from a comprehensive array of fabrics and then share them with the J.J. Threads community.

DSC_6552-sq-sm_edited_2“I want J.J. Threads to be more than just a shopping site,” Wich says. “I want it to be a vibrant community and a fun experience, one that reflects the products we offer.” Initially inspired by the visually dynamic customization services offered by companies like NIKEiD, Wich and his team took it one step further, building a network that allows users to share their designs and follow other members of the site.

By providing a range of fabrics, customisation options, and fits, J.J. Threads is the online equivalent to bespoke tailoring. Customers can browse a comprehensive database of the finest cloths from the world’s most respected mills, including Thomas Mason, Monti, Albini, and Liberty of London. J.J. Threads is a network that thrives on creativity, and in addition to a more traditional selection—solid colors, stripes, and plaids among them — the site also offers a rich and ever-evolving variety of unique prints and patterns, including paisleys, florals, and many other eclectic motifs. Nearly every part of the shirt, from the body to the cuffs, collars, and plackets can be customized, making for highly personalized and unique end products. Wich, who became enamored with Hong Kong’s made-to-measure tailoring scene while working in finance, saw a hole in the marketplace. “I noticed there weren’t a lot of options for laid-back, casual occasions,” he says. “Stuff that you’d want to wear on the weekends.” Unlike other sites, the range of options is presented in a jovial, fluid layout, which is in line with the brand’s spirited ethos.


In a break from the traditional e-commerce paradigm, Wich has built a digital space that supports the customers’ creativity. “We don’t ask people to conform to what our design team thinks is the best style,” he says. “We see ourselves as part of a community of people who express themselves through what they wear.” This is a forum that de-emphasizes the idea of “buying” style and shifts the focus to creating one’s style. “Offering custom-made shirts is just the first step in enabling men to own their style,” he says. No longer are shoppers at the mercy of retailers, but instead empowered to embrace their more adventurous, uncompromising impulses.

Another crucial aspect of the J.J. Threads experience is the interactive, social aspect, one that allows users to share their designs, follow others on the site, and even purchase their designs outright or use it as inspiration to create their own. “I’m surprised by how many people are buying other designs,” Wich says. “I assumed that most people would want to design their own.” Should someone purchase a shirt that you designed, J.J. Threads will, in turn, give you store credit.

By integrating this social media-driven feature with traditional e-commerce, all wrapped up handsomely in a state-of-the-art package, J.J. Threads has positioned itself as the latest innovative company at the forefront of the marriage of fashion and technology. Log on. Shop. Connect. You never know what you’ll discover.

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Founder of SMF. Elias spends most of his time travelling the world, attempting to become the first Lebanese surfer and rocking the white pant + double breasted blazer combo. He currently resides in Dubai, UAE, and has made it his mission to become best buddies with the Sheikh.