New Tracksmith Shirts Will Have Prices Printed Directly on Them
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Tracksmith, the New England-based maker of premium running gear and apparel, this week announced that it will print the price of each of its shirts directly on the shirt itself, large enough to be read from a distance.
The brand’s products command a high price; singlets can go for $125, shorts for $135, and short-sleeved tees for $115. This latest move, the company said in a statement, is meant to ensure that even nonrunners will know how much your item cost.
“When you pay a lot of money for a piece of running gear, you want people to know it, and understandably so,” read the statement, under a large photo of a young man wearing a Tracksmith hoodie and holding a ceramic Tracksmith mug on a deck overlooking a lake. “Now, they will—even if they’re unfamiliar with Tracksmith, and even if they aren’t runners themselves.”
The statement included a product photo of Tracksmith’s new “SIXTY-FIVE” cotton tee, emblazoned with the words “SIXTY-FIVE DOLLARS.” It retails for $65.
Tracksmith said it might expand its conspicuous pricing policy to other products, depending on the response to this initial move.
“The same principle should apply,” a brand spokesman told Dumb Runner. “What’s the point in spending $315 on a pair of Tracksmith sunglasses or $188 on a canvas Tracksmith bag if laypeople don’t know how exclusive it is?”
“Tracksmith,” he added.
