It needs to last much longer than 4x. Otherwise why not chose the 4x cheaper shirts and have more options for color and style? Plus you can buy the cheaper shirts over time, so you'll be more up-to-date on trends.

Nevermind that cheap T-shirts can last a long time already.

There's just no value in spending more to make a shirt 'better'. The only reason to do it is as a status symbol.

I think you two misread the number. It's only a tshirt that is 100, shirts are much more, and it's in British pounds, not dollars.

Yeah unfortunately not many consumers think in terms of "cost per wear", we are trying to change this at Thread!