Amazing things (and a major change) on the horizon…
Mike here. I’m sending this letter to you along with every other member of our grand old Comfortable Club family, from the very first Kickstarter backers back in 2015 to our newest friends from our online store, and I want to use this first paragraph to thank each and every one of you for joining us on our journey. With your help, we’ve grown tremendously: over $1.3 million in revenue, more than 100,000 items shipped, and thousands of happy customers around the world – as far away as Australia and even the Maldives. Thank you for making all this possible.
But we’re not going to settle into this pace (or even our current product lineup). We’re perfectionists who believe in improving everything wherever we can. We’ve heard your feedback, doubled down on it, and ramped up investments to create something truly magical.
Curious? Let me tell you a little about what you can expect to see in the months ahead.
We began developing an entirely new product lineup a little over a year ago. At first, we thought we’d improve upon the amazing modal fabric you’ve all come to love. But we decided to go a step further – a big step.
We discovered an incredible new textile. We dove head first into it (not literally) from the very first step in its creation. We also chose to bring uncompromising sustainability to the table, and this has become our brand’s core principle.
And that meant rethinking every choice, right from the beginning. Our new textile is engineered from sustainably-grown Austrian Eucalyptus wood, produced exclusively on forest plantations and farms that make use of land not suitable for growing food crops. Our new manufacturers use revolutionary textile and fiber-creation methods, including a closed-loop process that recycles 100% of solvents used (compare this to the 50% on fabrics like bamboo). We’re also avoiding the use of harmful metals like silver because its extraction and use is harmful to the environment – and it’s a short-lived fad anyway.
But we wouldn’t compromise the performance we’re known for. Our new fabric’s special fibril structure provides natural antimicrobial properties and superior moisture management through fast wicking and high breathability. It feels cooler than linen, and it’s softer than silk.
You might say things have evolved spectacularly in terms of practice, production, and philosophy. So much so that we believe our newly-reborn brand deserves a brand-new name to celebrate our progress.
Today, it’s my pleasure to pre-announce the replacement of our entire identity, product lineup and business model:
The Comfortable Club will, as of this July, be known as BENSLY. A beautifully simple name to match our mission of sustainable luxury.
In the coming weeks you’ll see an entirely new collection of products crafted from our amazing new textiles. Our new boxer briefs offer much more comfort and phenomenal performance. We’ve designed a new line of fitted shirts that redefine the meaning of luxury tees. And our sweats collection looks, feels, and wears like the premium pieces they are.
Expect more details very soon, when we can proudly showcase everything for you in its full glory. In the meantime, we’re working around the clock to polish up the final few details on a high-profile pre-order campaign on August 1st. Our production timeline shows that we’ll be delivering these new collections in late October, just in time for your holiday shopping and gifting season.
Just one more thing: we’ll be transitioning your e-mail address to a brand-new platform. Our current website will remain active, but will also soon redirect to www.bensly.com where you can sign up for updates. You’ll receive future email updates from firstname.lastname@example.org. We've also set-up some sharing incentives to get the ball rolling on the launch.
Once again, my sincere thanks to you all for taking part in our ongoing journey.
See you soon,
Founder & Customer Happiness Fanatic :)UPDATE: NOW LIVE ON KICKSTARTER!