Direct-to-consumer brand True Classic started off the New Year with a new offering—a 365-pack of T’s and Polo’s in array of styles and colors. One for each day of the year. 

Why? The company is nobly trying to spare you the horror of doing laundry on a regular basis, like most normal people put up with. Not with this deal, though. Nope, just once a year! 

The company enlisted social agency nmbl to come up with the concept and campaign including this video.  

The package has a list price of $2999.00 or a little over eight bucks a shirt.  

The campaign launched with a series of organic social posts inviting followers to share their worst laundry story for a chance to win a 365-pack.  

And when laundry day finally does come, the company will help sort it out for you (so to speak). They’ll help you find a local laundry if you were to rationally decide, “yeah, I’m not gonna wash a year’s worth of laundry.” And they’ll even help you give the shirts away if you’re feeling generous.  

Some questions. I work at home, so if I choose to, I don’t have to wear much more than a T shirt to work, barring zoom calls and other types of meetings.  

But I do choose to. Everyday. Yes, I often wear a T shirt. But I also wear pants. And underpants underneath the pants. Usually, some socks as well and quite often a shirt on top of a T shirt.  

What about all that non-T-shirt clothing? Am I supposed to wait a year to wash all that too? I’m surprised the company hasn’t offered 365-packs of pants. Maybe that deal hits next month.  

Oh, and where am I supposed to stow this years' worth of Ts, clean or dirty? The trunk of my car? Under the bed? Sorry, spaces already taken. 

As you can tell, this deal isn’t for me. But a little more than a week into the offer 2,000 laundry-day-hating T- and polo-shirt wearers had signed on.  

If sales keep up that pace for the next year the company could really clean up.