Fundamentals – An Anti-Fashion Brand Redefining Comfort In Men’s Apparel

From Small Town Beginnings to Global Ambitions: The Story Behind Fundamentals

Born out of a shared desire to redefine comfort in men’s apparel, Fundamentals is the brainchild of Shuvojyoti, Soumya, Sanchit, Akash, Aishwary, and Anurag, hailing from humble beginnings in a small town. Led by Shuvojyoti, whose entrepreneurial journey began during his college years, the team represents a diverse mix of talents and backgrounds, united by a common vision: to create a clothing brand that prioritizes comfort above all else.

In November 2023, the brand was launched with the aim to revolutionize the men's apparel industry and set new standards of comfort and quality.

“At core, we are an anti-fashion brand prioritizing comfort & quality. We started with a simple insight that in India men’s wardrobes are designed to make fewer decisions in life. We are on the path of making clothing simple yet sophisticated for modern men.” - Says Shuvojyoti.

Crafting Comfort, One Tee at a Time

The founders understand that comfort is not just a luxury but a necessity, especially in today's fast-paced world. Their range of t-shirts is meticulously designed using the softest fabrics available, ensuring a blissful wearing experience for every man. Whether tackling a hectic workday or enjoying some well-deserved downtime, the t-shirts promise to envelop wearers in a cocoon of comfort, allowing them to stay focused and productive throughout the day.

A Vision Shared by Many

Behind Fundamentals is a team of six passionate individuals, each bringing their unique expertise and perspective to the table. Drawing on their diverse backgrounds and shared values, the founders are united in their commitment to revolutionizing men's apparel and set new standards of comfort and quality. From textiles to technology, their collective experience fuels their drive to innovate and create products that resonate with men worldwide.

A Commitment to Excellence

From the very beginning, the founders' goal has been clear: to address the challenges faced by men in finding clothing that offers true comfort.

Today, the Kolkata Startup stands as evidence of its commitment, offering a range of t-shirts crafted from 100% Supima cotton for the ultimate in comfort and luxury.

Made in India, Loved Worldwide

Proudly manufacturing their products within the country, Fundamentals is a true testament to India's craftsmanship and ingenuity. As they continue to grow and expand their offerings, their commitment to quality and authenticity remains unwavering, ensuring that every shirt they produce bears the mark of Indian excellence.

Looking Ahead

While their current focus lies on perfecting their range of t-shirts, the founders are already looking towards the future with anticipation. By prioritizing customer feedback and continuously refining their products, they aim to become synonymous with ultimate comfort for men everywhere, ensuring that every man can experience the joy of comfort, one tee at a time.
To experience the unparalleled comfort and style offered by Fundamentals, the t-shirts are exclusively available on the official website: www.fundamentals.shop