What makes a perfect tee? That’s a question Moise Emquies, founder of Splendid has asked himself when the owner of an L.A. boutique asked him to design a tee to go with her eclectic collection of women’s designer fashions. The son of a seamstress and a men’s shirt maker from Casablanca who made shirts for the King of Morroco, Emquies had just finished law school and was waiting for the results of his bar exam when he was asked to create the perfect tee. He had time, and decided to give it a try.

After thorough research into fabric and dyes, Emquies came up with a rayon cotton short-sleeve scoop neck T-shirt in three basic colours, black, white and natural. Emquies expanded his line to include crew and v-neck tees and soon stores and boutiques across the country were placing orders. In addition to a successful law practice, Emquies found himself officially in the fashion business.

"What’s essential to me," he says, "is that my tees are the softest, most durable, most luxurious T-shirts a woman could ever own. Something she’ll wear over and over again."

And we agree, the Rolls Royce of the T-Shirt World – in a word,…….Splendid.