Dear everyone,

we keep things transparent. The price of our Prime Shirts shifts from 54.90 EUR to 69.90 EUR. Our standard shirts and other Prime items are not affected by this. Here is the reasoning behind this decision. 

1. Prime is a space for rare and distinctive pieces

Prime has always represented our highest level of craftsmanship. But we want to push this line further. In the coming months and years Prime will be the place where we release our most unusual ideas. Unexpected cuts. New fabrics. Even new colors, yes, colors. Running shirts that are not made for the mass. Small runs that reward curiosity on both sides, yours and ours.

To protect that space we need Prime to stay focused and intentional, not watered down. The updated pricing helps us create room for future pieces that carry more character, more experimentation and more risk.

2. Prime Shirts are not designed for quantity but for attachment

We are not trying to fill your closet. We want you to have a few pieces you reach for without thinking because they feel right every single time. Prime Shirts are built with certified sustainable fabrics, fair production and more complex cuts that take more effort to construct. They age well. They settle in. They become truly yours.

Prime only works if the product has real weight and presence. A shirt that becomes a true favorite and then stays it for years. That idea needs space. And it needs a price that reflects its intent.

We'll be unveiling some new Prime Shirts in our Spring Drop soon. This will give you a better sense of where we're headed.

These adjustments to our Prime Shirts will take effect on March 22, 2026. Until then, the old prices will apply. Additionally, we are dropping a new Sleeveless Athleisure Punk Prime Shirt today for our Outrun Fascism collection.

Thank you very much for your understanding and for choosing intention over indifference.

Much Love,
Team Willpower