Our story

An undershirt is a small thing. Worth getting right.

Atlica started with a drawer full of grey, stretched-out vests from a decade ago, and a simple question — why hasn't anyone made a good one yet?

01 / The drawer problem

Indian men have been stuck with the same undershirts for thirty years.

Walk into any drawer in any Indian home and you'll find the same thing — a thin, baggy white vest, probably bought in a pack of three from the wholesale market, probably going translucent at the chest.

The category hasn't moved. The fabric is still 130 GSM commodity cotton. The fit is still cut for a body shape from 1995. The packaging is still a polythene sleeve thrown on top of a plywood shelf. And the price? Whatever the local kirana decides that morning.

Meanwhile, the men wearing them have changed completely. They iron their shirts. They care how their suits sit. They spend on watches, on shoes, on skincare. But the one garment that sits closest to their skin, every single day, is the last thing they've thought about.

We thought it was time to think about it.

02 / The factory floor

The same factory that stitches Jockey. The same cotton. A different brief.

India makes the world's undershirts. Tirupur, a small city in Tamil Nadu, produces a quarter of the planet's knitwear. Walk into the factories and you'll see Calvin Klein, Hanes, Marks & Spencer, and Jockey labels coming off the same lines, often in the same week.

We work with one of those factories. The brief we wrote was simple — give us the spec sheet for your highest-quality knit, in 180 GSM combed cotton, with no compromises on yarn count or seam construction. Then we put our name on it.

There's no "factory secret" to selling a great undershirt. The cotton is there. The machinery is there. The skill is there. What was missing was a brand willing to pay for the good stuff and sell it at a fair price — without the markup of an imported label.

180 GSM

Fabric weight. 30–50% heavier than the commodity 130 GSM vest.

40s yarn

Combed cotton, single-jersey knit. The same yarn count used by the global premium players.

03 / Who's building this

Two brothers, one drawer problem.

Rishi Modi

Co-Founder

"I noticed I'd happily spend ₹3,000 on a t-shirt nobody would ever see, but I was still wearing a ₹150 vest under it. That gap made no sense. Atlica is what closes it."

Kush Modi

Co-Founder

"Indian manufacturing has never been the problem. We make beautiful things for everyone else's labels. Atlica is about keeping that quality at home — for the men who already pay attention to everything else."

04 / Made in India, end to end

From cotton field to your drawer, every step happens here.

Maharashtra & Gujarat

Long-staple cotton, hand-picked by smallholder farms. Sourced through certified ginning partners.

Tirupur, Tamil Nadu

Spinning, knitting, and dyeing at our partner mill — the same one trusted by global brands for premium runs.

Tirupur, Tamil Nadu

Cut, sewn, and quality-checked piece by piece. Flatlock seams, rib-knit collars, hem-finished by hand.

Coimbatore & Mumbai

Packed in our recyclable rigid box, dispatched from our Mumbai warehouse — no middlemen, no markups.

05 / What we're building toward

The undershirt is just the first thing.

We started with the undershirt because it's the most ignored garment in the Indian man's wardrobe. Once we've earned a place in that drawer, there are a lot of other corners worth re-examining.

Boxer briefs that don't ride up. Crew socks that survive a year. Tees you'd be happy wearing alone. Bath robes that justify their existence. Slowly, deliberately, one product at a time — built the same way, in the same factories, sold at the same fair markup.

If the daily undershirt earns its place, the rest of the drawer is next.

Ready to retire the old vest?

Three undershirts. One box. ₹1,299. The drawer upgrade you've been putting off since 2014.

Pre-order The Daily Undershirt