UNTUCKit Brand Guidelines: The Shirt Designed to Hang Out, and a Name That Says So

One problem, stated in the name.

UNTUCKit started with a measurement. The company says that in 2010 Chris Riccobono, then working in healthcare sales at GE, went round the major stores with a tape measure and found that men’s shirt lengths were all over the place, and none suited wearing the shirt out. He took the idea to Aaron Sanandres, a Columbia Business School classmate then at PwC, who was in from the first call, the company says.

Its founding date depends on what is being counted. The company says Riccobono created the “Original Untucked Shirt” in 2010 and brought Sanandres in in 2011 to turn it into a stand-alone business. Randa’s 2026 press release and Retail Dive say the brand was founded in 2010; MR Magazine in 2021 and TheIndustry.fashion in 2019 say 2011, the year the website went live.

The early business was small and improvised. According to the company’s ten-year history, friends and family put money in, Riccobono searched Seventh Avenue for a tailor, and the first run filled storage units near his apartment in Hoboken, New Jersey. UNTUCKit.com launched with 10 cotton shirts and sold 150 units in its first month, mostly to people the founders knew. Shipping ran out of a spare bedroom, and both men kept their jobs: Riccobono left GE around 2014, and Sanandres left PwC in 2016.

Investors were unconvinced, Entrepreneur reported in 2021: some disliked the concept, others the name, arguing for something more like “The Chris Riccobono Shirt.” Riccobono also told the magazine that the first versions were “really terrible shirts,” and that the lack of early money for marketing was a blessing because of that. The company says its marketing began around 2013 with radio spots and airline magazine ads, and that the shirts were redesigned by 2014, the year it passed one million shirts sold.

SoHo, the mall and the slowdown.

The first shop opened on Prince Street in SoHo in 2015, which Modern Retail described in 2020 as an early example of a direct-to-consumer startup going into physical retail. Growth was fast. The Associated Press reported in November 2018 that the company would have 53 stores by the end of that year, with 50 more planned, many of them in malls, and that J. Crew and Gap had begun selling shortened shirts of their own. Riccobono said that competition helped, because it made more men aware of the problem.

The range spread beyond the original button-down. The company dates tees, polos and sweatshirts to 2015, and its Wrinkle-Free and Performance lines, shorts and a women’s line to 2017. It went to Canada and then, on 6 November 2019, to the UK, with stores at Covent Garden and Westfield London, reported by TheIndustry.fashion, which said the company then had 80 locations in the US. In 2022 it released its first designer capsule, three shirts with the textile designer John Robshaw, FashionUnited reported. The American football player Drew Brees became an investor and ambassador in 2017, the company says.

The pandemic hit the stores. Riccobono told Modern Retail in June 2020 that all 87 stores had been closed for almost three months and that he was negotiating leases. In May 2021 MR Magazine reported a term loan from Second Avenue Capital Partners to restructure existing debt; Sanandres, then chief executive, said the company wanted to be better placed as customers returned to work.

Plans for a larger estate did not all arrive. Retail Dive noted in 2026 that the company had said in 2017 it wanted 100 stores by 2022, and that in 2024 it said it would reach nearly 100 by the end of that year, after announcing at least 14 new stores that March. In February 2024 MR Magazine reported its first move into wholesale, with a debut at PROJECT Las Vegas after a Macy’s online pilot. Sanandres was still chief executive in January 2023, in Retail & Leisure International; Riccobono appeared as founder and executive chairman in 2024 and as founder and CEO in a January 2026 report on the brand’s ambassador campaign with the baseball pitcher Gerrit Cole.

On 1 September 2026 Randa Apparel & Accessories announced that it had acquired the UNTUCKit brand and operations, for an undisclosed sum, Retail Dive reported. Randa, founded in 1910 and privately held, describes a portfolio of owned and licensed names including Haggar and Totes. Its release gives UNTUCKit more than 70 stores and says the business and its leadership team will stay at the SoHo headquarters.

Design and documentation.

Shirtmakers show their work through cloth. A bolt of poplin, a stack of stripes or a swatch book does what a logo does elsewhere: it tells a customer what kind of house this is. Charvet presents its shirtings in full bolts rather than on swatch cards, according to English Wikipedia, which describes a wall of four hundred white fabrics on its bespoke floor. Turnbull & Asser says its pattern books from the 1920s and 1930s survive, and it sells bespoke and made-to-measure shirts from its London shops.

Collars are the category’s other recurring image. They are small, repeatable shapes, easy to set out in rows and easy to tell apart. A Highsnobiety visit to Charvet found collar samples pinned to velvet and framed on the wall, and Turnbull & Asser names a collar of its own, the Classic T&A, as its signature style, English Wikipedia says. Paper patterns and fitting shirts belong to the same picture of a trade built on measurement.

Place matters as much as product. London’s Jermyn Street, in St James’s, is home to shirtmakers whose shop fronts appear in their own storytelling, and Turnbull & Asser dates its address there to 1903. In Paris, Charvet’s full name includes Place Vendôme.

Neckwear shares the same visual stock: silk ties folded and laid out by colour, and woven or printed patterns shown in ranges rather than one at a time. This guide sets out what can be checked about each house, including who founded it, who owns it now and where it says its products are made. Where a story rests on a company’s own account, the text says so. The tones and typefaces shown are our own interpretation.

The name does the explaining.

The brand’s central asset is its name. Riccobono has called it “the smartest thing we’ve ever done,” divisive but disruptive, the company’s history says. Entrepreneur argued in 2021 that the name stood apart from a sea of elite brands.

The second asset sits on the garment. The company lists a “signature sail” among the features of its shirts, alongside a contoured hemline and reinforced collars, and Entrepreneur described the logo treatment as a simple flag, a splash of branding on the untucked tail.

The product story is about length and fit. The company says it reworked the casual dress shirt for a “just-right” length, and MR Magazine and TheIndustry.fashion reported 50 fit combinations and 13 product categories. The stores carry the same message through service: the company describes fittings, shirt steaming and whisky tastings, and Retail & Leisure International reported in 2023 that associates use try-on shirts to pinpoint a customer’s fit. Its own pages still say 80-plus stores, while the 2026 release says more than 70.

On manufacturing the company is general. It says its fabrics are made exclusively for it by manufacturers “across the world,” without naming countries, that each shirt is inspected five times and that Wrinkle-Free treatments run through more than half of the collection. Sanandres told Retail & Leisure International in 2023 that the company was developing a line of Fair Trade products. Randa says it will add capital, global sourcing and retail relationships.

For a design guide, UNTUCKit shows how a single product problem, stated plainly, can become the name, the mark and the store experience. Compare Charles Tyrwhitt, another direct-selling shirt business, started by a student, and Banana Republic, another American clothing brand. For this guide we use a dark slate, a rust and an oxford white with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep UNTUCKit’s identity on hand — save it to a board in the Made Good inspiration library.