Noshirt celebrates its 10th anniversary

A decade of the best clothing you have never seen!

A decade of the best clothing you have never seen!
Just like many people have a special place they go to for their tailor-made suits, good wine, and all the other luxuries in life, a man should also have a special 'underwear guy,' according to Noshirt CEO Jan Willem Onderwater. Somebody they know will give them that special quality and service they can't get anywhere else. Noshirt has everything it takes to be that guy. With ten years of experience offering exceptional service, and a wide range of superior products.

It all started back in 2009, with Jan Willem's personal need for luxury, invisible men’s underwear. By focusing on customer service and quality, he quickly filled this gap in the market, and together with his team he developed a unique range of high-quality undershirts, shorts and socks. Luxury men's underwear with one big difference: not only is it incredibly comfortable, it is also invisible. Now he can look back with tremendous satisfaction at just how far his team have managed to perfect these products. And he still has plenty of ambitious plans for the future.

"Our products have taken on a much more timeless look over the last 10 years," he explains. "Our shirts and shorts don't have to stand out: they just have to be comfortable. It’s an invisible baselayer that creates a foundation for the day ahead. That's why we have developed special ranges for different needs, different occasions, and different types of weather, and added them to our Noshirt collection. So you always have exactly the right type of comfortable underwear for whatever you are going to on any given day."

With the addition of the new lines Jan Willem has developed, the collection now consists of:

Noshirt Original
Noshirt Lite (extra thin)
Noshirt Dry (anti-perspiration)
Noshirt Pure (skin-friendly, pure and breathable cotton)
Noshirt Performance (adapts to your body temperature)

"We were able to develop these products thanks to our customers," he says. "For example, we had a customer who told us about a problem he was having on hot summer days: every time he went into a building with air-conditioning he got too cold, and every time he went outside he got too hot. That was when we came up with the idea for Noshirt Performance, a shirt that can adapt to temperature changes. So listening to our customers has shown us how we can get better and helped us to develop new products."

Jan Willem is working on the improvement of existing products and the development of new products together with a multidisciplinary team of experts in different fields. From experienced seamstresses in the workshops to an original designer who gives the products their unique look and feel. “We are always looking for ways to offer even more luxury," adds Jan Willem. “And above all, we never make any concessions when it comes to comfort and quality."


After 10 years of development and refinement, Jan Willem is totally confident about Noshirt’s ability to guarantee the quality of its supply chain. “We know exactly the right places to get our cotton from. We know how to avoid any production problems, and we know how to listen to our customers and respond to their needs. So the future looks very positive!”

As part of the plans for the future, Noshirt will be putting a lot of investment into improving the sustainability of its operations. “That means our Nowaste range will definitely become more important over the next 10 years,” he emphasises. “Because we always look at everything from the perspective of sustainability. Not only for ourselves, but also for the generations after us."

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