IF... THEN WELL holds prices as tariffs raise Peru sourcing costs

The Miami menswear brand will launch its first new T-shirt color since 2023 on World Cotton Day while keeping prices unchanged despite new U.S. tariffs tied to Peru. The move highlights the company’s bet that certified production standards and direct-to-consumer sales can absorb added costs without passing them on.

Why it matters: - IF... THEN WELL is signaling that ethical sourcing and stable pricing can coexist, even as new U.S. tariffs raise the cost of making its T-shirts in Peru. - The decision matters for small apparel brands that rely on premium materials and independent factory certification. - The company is also using World Cotton Day to introduce Beige, its first new color since November 2023.

What happened: - IF... THEN WELL will launch Beige on October 7, World Cotton Day. - The Miami-based men’s apparel company makes its T-shirts from 100% Peruvian Pima cotton and produces them in Peru. - The company will not raise prices despite tariff pressure linked to Peru. - Beige will be available at ifthenwell.com starting October 7, 2026.

The details: - The U.S. imposed new tariffs under a broader Section 301 action covering 60 economies. - Peru faces a 12.5% rate, subject to certain product exemptions. - The tariff applies whether garments are made in independently certified factories or not. - IF... THEN WELL works exclusively with WRAP-certified factories in Peru. - WRAP certification covers forced labor, child labor, compensation, working hours, health and safety, and other workplace conditions. - Aldo Savignano, co-founder of IF... THEN WELL, said the tariff adds cost without recognizing the company’s higher labor standards. - Savignano said the company is not willing to lower production standards to ease that pressure. - The company says direct sales through ifthenwell.com help offset costs by avoiding retail markups and overhead. - IF... THEN WELL also keeps marketing spending intentionally limited. - Permanent bundle pricing puts T-shirts at as little as $25 each. - Beige is described as a light, understated neutral that pairs well with dark blues and darker shades of gray.

Between the lines: - IF... THEN WELL is framing the tariff fight as a business and values issue, not just a pricing issue. - The company is betting that a narrow product line, direct-to-consumer sales and restrained marketing can preserve margins without changing sourcing standards. - Launching a new color while holding prices also reinforces the brand’s message that premium basics can stay accessible.

What’s next: - Beige goes on sale October 7, 2026. - The company plans to keep focusing on one core product rather than expanding into new categories. - IF... THEN WELL says it will continue using 100% Peruvian Pima cotton and WRAP-certified factories.

The bottom line: - IF... THEN WELL is absorbing tariff costs to protect both its sourcing standards and its price point.