There's a number that matters more than sales, and it's re-orders. Plenty of things sell once. Very few get bought a second time by the same person, in a different color, a few weeks later. The Signature Relaxed Button-Up does, and often enough that the store now expects it.
So we went to the source. We asked repeat buyers, the women with two, three or four of these in the closet, why. Here are the seven answers that came up most, counted down to the one that came up first.
7The chest pocket is actually useful
A small thing that repeat buyers mention a lot. The chest pocket fits a phone, a boarding pass or sunglasses, which means one fewer thing in your hand at the airport or the market. It also gives the front a little structure, so the shirt reads as a shirt rather than a smock.
6It takes a sink wash and comes out better
Travelers love this one. Cold water, a splash of shampoo, a squeeze, a hanger. Linen and cotton dry fast and get softer every time. Repeat buyers say the shirt they've had the longest is the one they like the most, which is not something you hear about clothes very often.
“Hand-washed it in a hotel sink in Lisbon and wore it to dinner the same night. Nobody could tell. I ordered the navy from the restaurant.”Colleen P., verified buyer
5It fits a 5XL as well as an S, and the photos prove it
The cut is boxy with dropped shoulders and a long curved hem, so it skims instead of clinging on every body. Repeat buyers in larger sizes told us this is the first oversized shirt that looked intentional on them rather than like a cover-up. Usual size for the relaxed look, one size down for neater. S to 5XL, free exchanges.
4Cool at the beach, fine at the office
45% linen, 55% cotton. It breathes on a hot day and layers under a blazer on a cold one. The women who own it in three colors told us they wear a light one in summer and a dark one buttoned up in winter, and that it's the only shirt in their closet that works twelve months a year.
“Emerald green under a black blazer in January, open over a tank in July. Same shirt, no complaints either way.”Vivian S., verified buyer
How many colors would you end up with? Be honest.
3The back pleat and button
Turn it around. A small pleat with a single button at the back gives the shirt shape and swing from behind, so it never looks like a sack when you walk away. It's the detail that gets noticed in person, and the reason friends of buyers become buyers. Several women told us they'd been asked about it by strangers.
2No ironing, and they mean never
Every repeat buyer said some version of this. The relaxed cut and the linen texture are designed to be worn as they come out of the bag. Hang it in a steamy bathroom if you want it smoother, shake it if you don't. Women who bought it once for a trip bought it again for every day, because the no-iron rule works at home too.
“I have not ironed a shirt since March. I have four of these. That is not a coincidence.”Denise A., verified buyer
1It's half price, and the second one is easier than the first
Reason one was blunt: the price. The shirt is listed at $112 and readers pay $56 this week. Repeat buyers told us the first one felt like a good deal and the second one felt obvious. Fourteen colors, sizes S to 5XL. White, navy and black sell through first.
If you're going to end up with two anyway, and the numbers say you will, order the first one while it's half price.
14 colors. Swipe.
average from 2,700+ reviews
White first, then navy, then the green. It's the shirt I reach for before I've decided what else I'm wearing. No ironing, which is the whole point.
I'm 58 and a size 3XL. This is the first button-up in years that looks like a choice. The pink is soft and pretty and the back button gets comments every time.
Arrived fast, exactly like the photos. Khaki under a blazer for work, open over a tee at the weekend. Bought the black a week later.
Half price on the Signature Relaxed Button-Up, any color, any size from S to 5XL. The discount shows on the product page. When the stock goes, so does the price.
Quick answers
What's it made of?
45% linen, 55% cotton. Natural fibers only. Light, breathable and softer with every wash.
Does it need ironing?
No. The relaxed cut and linen texture are meant to be worn as they come. Hang it after washing and go.
How does it fit?
Intentionally oversized with dropped shoulders and a long shirttail hem. Go down one size for a neater look. Sizes S to 5XL, free exchanges.
Care?
Cold gentle machine wash or hand wash, hang to dry. No tumble dryer, no bleach.
Shipping?
Ships within 24 hours with tracking. Delivery estimates show at checkout.
The verdict
Ten thousand women bought it and a large share of them bought it again. The reasons are practical: it fits, it breathes, it never needs an iron, and it's half price this week. The second color is your problem. The first one is easy.
P.S. Repeat buyers told us the same thing: get the white first. Then decide.
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