The man who dresses the same way every day is not boring. He has eliminated a decision that costs nothing to eliminate and gains nothing by varying.
Obama wore the same suit. Jobs wore the same outfit. Zuckerberg, for a period, wore the same grey t-shirt. This is not coincidence. It is cognitive economics.
Decision fatigue is real and documented. The number of consequential decisions a man makes in a day is finite. The question is which decisions you include in that count.
The CB approach to essentials is built around this. The Merino Crew comes in two weights—summer and winter. The Precision Oxford in two colorways—white and navy. The CB Brief is one. These are the building blocks of a uniform. Not boring, because each piece is exceptional. Not limiting, because the man who operates from a uniform is not constrained — he is freed.
The uniform is the opposite of the outfit. The outfit announces itself. The uniform simply works.
0 comments