Thanks for your support! No one sees how much time and money is involved to produce these just right. Not to mention making shirts in the USA or UK is a lot more expensive than manufacturing in Asia where most brands do. We try to use the most high quality fabrics while still trying to keep the price fair. We also offer made to measure at the same price.
Yeah the price ain't really half bad considering the mass-produced alternatives: Brooks Brothers' American-made OCBD's are around $90, and J. Press's American-made OCBD's are $110. So for a little bit(or a lot) more you're getting that 'exclusivity factor' of low numbers and not looking like the technicolor nightmares wearing the McDonalds employee shirts that Brutus manufactures.
Granted, I'm definitely not crazy about the check/tartan patterns of the particular shirts above, and probably wouldn't wear them. However, having seen one of Nik's shirts "in the flesh" in a shop in Boston, the quality, stitching, and cut look pretty fine... much like that of the Mikkel Rude oxford cloth buttondowns, of which I own two or three.
If you buy better clothes, you can buy less clothes because they ain't gonna fall apart. I've stupidly bought two Relco shirts and they've been washed around the same amount as my Mikkel Rude shirts-- and let me tell you the Relco ones really get a nice shine on your shoes!!!
The moral of the story is: quality doesn't come cheap.