The direct-to-consumer men's company started in 2014 with dress shirts and now offers a full assortment of machine-washable tech products.

The direct-to-consumer menswear brand was founded in 2014 with just dress shirts, but soon segued into tailored clothing in machine-washable performance fabrics. It’s this expertise the team is also applying to its women’s offering, which launches Friday.

“When we started Twillory, we were making high-end fine tailored dress shirts,” said Eli Blumstein, cofounder. “What we learned over time was there’s a way to earn your way into a man’s closet, and that is through overdelivering on functionality and performance features. Where we’ve gone since those early days is actually marrying what we love about our comfortable clothing that we travel in and wear to the gym with fine tailored menswear.”

He said the goal was to develop a wardrobe that allowed men to look good in “high-powered meetings” by creating pieces that didn’t require dry cleaning, didn’t wrinkle and could be put into a carry-on. It started with shirts and then, post-pandemic, the brand moved into washable performance suits. The success of that led to the development of a lightweight suit, the Air suit, made from a mesh fabric that allows airflow, followed by the lightweight Gravity fabric as well as performance linen styles.

“But our number-one request was from women asking when we were going to do something for them,” Blumstein said. “My wife started stealing all my blazers, styling them her own way, rolling up the sleeves, matching them with different pieces.

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