by Stephen Garner

UNTUCKit is celebrating its 10-year anniversary with the launch of a new line of luxury Italian cotton button-down shirts.

Over the past 10 years, the business that began in founder Chris Riccobono’s apartment has turned into a global brand with 80 stores in the U.S., four stores in Canada, and two in the U.K., with plans to continue its growth.

Riccobono (a healthcare salesman in 2011) noticed a gap in the men’s market for casual, yet sharp shirting and set out to create a shirt designed to be worn untucked. Along with his business partner and fellow Columbia Business School alumnus, Aaron Sanandres (formerly of Price Waterhouse Cooper), they launched untuckit.com with 10 cotton shirts, selling 150 units in the site’s first month—mostly to friends and family.

“The brand’s name is the smartest thing we’ve ever done. It’s divisive but more importantly disruptive and it got people talking,” said Riccobono. “The growth and expansion of UNTUCKit over the years has surpassed my wildest dreams and with the return to a new normal post-pandemic, the casual and untucked shirt category is dominating the menswear market today.”

And, in celebration of the 10-year anniversary and its 8 millionth shirt sold, UNTUCKit has debuted this new Italian shirt collection, nodding back to the brand’s all-time bestselling patterns and color options, and using fine Italian long-staple cotton from famed mill Monti. Available in six styles in UNTUCKit’s regular and slim fits, the shirts are wrinkle-free with details like single-needle side seams and a double reinforced stay-put collar.

“It’s been an incredible journey and we’re so grateful for our customers,” added Sanandres. “As the untucked shirt becomes a part of everyday life, we look forward to helping millions more look great and feel comfortable in the perfect-fitting UNTUCKit styles.”

The new line of luxury Italian cotton shirts, which retail for $129 each, will be available exclusively on untuckit.com from Thursday, November 4th.