The Stiff Collar is a cool new E-brand that sells ‘somewhat snooty English shirts’ at decidedly non snooty prices. The English cut Stiff Collar shirts are different in three key ways when compared to regular high street shirts. All shirts are made from 100% cotton and have these characteristics imbued into them:

• Longer than other shirts by 4 inches, so the shirt remains tucked in at the end of the day (even if you have a beer belly.
• Stronger: because features like the split yoke, the butterfly gusset and cross stitch buttons give our shirts extra strength and flexibility.  
• Fitter with slightly narrower shoulders, a closer fit at the chest and an hourglass shape at the waist with the hip section flaring out gently.

Samir Patil

“Apparel is one of the fastest growing and largest category in E-commerce worldwide. Not surprisingly, India too has many fast growing companies in this space. Stiffcollar is an interesting private brand combined with an online store. It's appeal lies in aggressive pricing and ease of ordering for busy men. Given the challenges of physical retail in India - high rentals and low availability - I am very bullish on concepts like Stiffcollar that circumvent these bottlenecks and deliver value for money and quality. Since their launch TheStiffCollar appears to be growing at 30% month-on-month and the challenge for them now is to maintain this growth as the user base increases and competition intensifies.”