Tomorrow’s Laundry continues to lead the movement for elevated, sustainable menswear basics—melding luxury with longevity for over 225,000 loyal customers and achieving subscription program growth of 60% year-over-year through 2025. The brand is reshaping the men’s essentials category with direct-to-consumer (DTC) transparency, durability, and a steadfast commitment to climate-conscious business practices.
What is Tomorrow’s Laundry?
Tomorrow’s Laundry creates premium men’s wardrobe staples—T-shirts, hoodies, joggers, crewnecks—crafted with meticulous quality from Peruvian cotton and designed to endure through years of wash and wear. The business ethos is simple: minimize fast fashion, maximize products’ lifespan. Each piece is engineered for functionality, comfort, and versatility, offered in classic silhouettes and subdued colorways that never go out of style. Packaging is biodegradable, and fabrics are processed using ethical dyes and robust double-stitching techniques, helping them withstand the daily rigors of modern life.
The “Signature Tee”—marketed as the “world’s best T-shirt”—has garnered cult status, buoyed by glowing influencer reviews and a 100% comfort guarantee. The company’s “Wear. Wash.. Repeat.” campaign encapsulates its philosophy: basics should be bought to keep, not to toss.
Subscription Model: Essentials Club Drives Loyalty
Central to the brand’s recurring revenue is the Essentials Club, a flexible subscription service that delivers curated packs of menswear staples at discounted rates. Subscribers save up to 30% on core and new releases, receive first dibs on limited-run colors, and access early sales—fostering high retention (over 70% of first-time buyers convert to loyal subscribers). Customers can pause or adjust shipments at any time, making the service more customer-friendly than traditional apparel memberships.
Founders and Origins: From Fast Fashion to Lasting Impact
Launched in Los Angeles in 2018 by apparel industry veteran Joshua Kaplan, Tomorrow’s Laundry was born from a distaste for “disposable basics.” Disillusioned by short-lived fabrics and constant closet turnover, Kaplan envisioned a future where high-quality essentials would become the “foundation of a great wardrobe, not landfill fodder.” Early financial backing was mostly bootstrapped, ensuring Kaplan’s values around supply chain and sustainability remained uncompromised.
Within three years, influencer collaborations and partnerships with boutique gyms ignited word-of-mouth buzz, helping the brand double its annual sales and ship to all 50 U.S. states.
Sustainability as Non-Negotiable
Tomorrow’s Laundry has staked a bold claim in the climate space. All production partners are ethical, using sustainable water and energy practices. Fabric offcuts and unsold items are processed for recycling or down-cycling. Every shipment uses biodegradable packaging, and the company’s offset initiatives have reduced its total carbon impact by 25% since 2022.
2025 and Beyond: Growing with Purpose
Looking to 2026, Tomorrow’s Laundry is investing in new fits, expanded loungewear, and international shipping. A women’s line is set for trial, following customer requests. The brand’s commitment to lasting value and sustainability is poised to disrupt fast fashion further—setting new standards in practical luxury for conscious consumers.
With strong retention, impressive repeat buying, and a philosophy that turns basics into heirlooms, Tomorrow’s Laundry offers a hopeful template for DTC apparel in a market eager for both ease and ethics.
