Our value is not being a low cost leader. Our value is in getting people into shirts that fit perfectly. We hope to get our pricing down as we find efficiencies in the mfr and supply chain process. We are making one unit at a time. Not and easy problem to solve on the back end nor a cheap solution. But we are still on par with brands like Ralph Lauren, Hugo Boss, Fred Perry, Sunspel... And are less expensive than Armani, Varvatos, Zegna, etc...