How To Spend It, Financial Times

"An innovative fabric gives the classic white shirt a form-meets-function twist."

See full clipping here.

"[Ludwig] responds admirably to tough business travel, both in terms of comfort and, most importantly, without asking to be ironed!"

Gill, London

“I must have over 15 white shirts. My Walter from System of Motion is the only one that is perfect.'

Zabetta, London

Good Housekeeping UK

"The no iron shirt ... when testers hung it up after washing, they found it was predominantly crease-free once dry. A treasure"

See full clipping here.

"This is something that won’t go out of style in a week, two weeks, a year, maybe ten years."

Laura, Austin

Born in London, made in Europe.

Read Our Story

Live in the moment.

Life is too short to choose between beauty and comfort.

With smarter fits and fabrics, we've created the ultimate wardrobe essentials. So that you can pursue your lifestyle, your way.

We Are SoMo

Every woman is SoMo. Read about our heroes, and you'll see all the different ways the classic tailored shirt has come back to life.

See Our Heroes