PPB April 2020

What’s Old Is New Again T here’s nothing like the feel of a worn-in, old t-shirt. The fibers have relaxed over time, making it soft to the touch, and, of course, there’s the immediate feeling of comfort every time you slip that trusty tee over your head. Mike Natenshon, CEO of San Francisco, California-based supplier Marine Layer, treasured his favorite t-shirt, so much so, that when Kelly, his then- girlfriend and now wife, threw it away, he decided to launch a business based on recreating the same look and feel of his retired tee. “The day after my girlfriend threw away my favorite shirt, I started working on Marine Layer,” says Natenshon. “To be fair, she wasn’t crazy or anything. This one really was on its last legs—the shirt, not Kelly. I was also probably a little crazy to quit my job and spend the next year perfecting a custom fabric, but here we are.” In his effort to develop the ultra-soft fabric for his tees, Natenshon brought onboard his best friend Adam Lynch, now chief operating officer, and together they developed their signature fabric and officially launched the company in 2010. With sustainability top of mind, the company uses MicroModal in the majority of its tees, a substance made from recycled beechwood. “The pulp production is self- sufficient, which makes our tees sustainable, eco-friendly and soft,” says Natenshon. Today, the company—which has since created more than 100 custom fabric combinations and counting—creates its fabrics based on four pillars of low- impact, sustainable materials: recycled plastics; upcycled cotton, made from breaking down donated tees; Tencel, made from the wood pulp of eucalyptus trees; and modal, a fine cellulosic fiber from beechwood trees. Thanks to Marine Layer, your favorite tee is here to stay—with a refresh. by Danielle Renda Ma r i ne Laye r 80 | APRIL 2020 | CONNECT