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The quality and feel of my lone H&M button up is so bad I'm embarrased to take it to my tailor.
I'm about as against the backlash of peasant brands as any regular here, but even I don't know how anyone tolerates their button-downs. It's like wearing deli paper.
It's not even a matter of expecting fantastic fabric quality. You know for the price, you aren't getting anything outstanding. But the fabric of these shirts are unlike almost anything I've picked up in an Old Navy, A&F, AE, etc. At some point, fit can't be the deciding factor. I'd rather get something that doesn't feel so coarse and throw a few bucks a tailor's way to get that H&M fit.
Gap shirts feel even worse to me, for what it's worth. Similar papery feel, but heavier. I might give shirts from Express a shot; I'm under the impression that they come in a decent cut. But maybe those aren't any better. I usually wear an undershirt (v-neck, for anyone ready to recoil in horror at the thought of seeing a t-shirt under a buttondown), so the feel of the shirt isn't a huge problem. But yeah, it's certainly something.