On December 6, 2016, Amazon announced Buttoned Down, a private-label shirt brand with a starting price of $39.99 and available to members of Amazon Prime.
The company said it plans to expand into dress pants, sport shirts and sweaters in the future.
The e-commerce giant is positioning them as premium products, giving a push to its aggressive and ambitious apparel business plans.
In its press release, Amazon says: “Buttoned Down is one of the first Amazon private apparel brands to launch exclusively to Prime Members, with plans to expand into dress pants, sport shirts and sweaters in the future.”
Buttoned Down is debuting with a collection of top-quality dress shirts that are made from non-iron, 100 per cent Supima Cotton. What’s more, the new line comes with a money-back guarantee that is “unconditional”.
Amazon said the item has one of the widest selections of sizes in the category, from Big & Tall sizes, as well as classic and fitted. Various colors and patterns are also offered.
“At Amazon, we’re always looking to make high quality apparel more accessible for our guys,” says Men’s Fashion Editor at Amazon Fashion, Warren Satchell. “Whether he’s wearing it with a suit and tie, or just tucked into jeans on a casual Friday, Buttoned Down is a no-fuss, reliable option that guarantees effortless style and great value.”
The e-commerce giant is positioning them as premium products, giving a push to it's aggressive and ambitious apparel business plans
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