Antlers fall every year.

A buck drops its antlers every winter. Every spring it grows them back, and in a good year they come back bigger than before. Nobody sees the growing. They just notice, one day, that the animal is carrying more than it was.

Getting better at anything works the same way. It is quiet, it is slow, and it happens on a cycle. BigBucks is a shirt that keeps that cycle: one design a month, each one carrying one principle worth keeping in mind.

One principle a month

The ideas come from the long shelf of thinking about how people get better — habits, nerve, patience, compounding, trusting your own judgement. Each month we take one and cut it down until it fits across a chest.

It is not a slogan for other people. It is a note to yourself, and you see it every time you get dressed.

Then it is retired

On the first of the month a design goes up. On the last it comes down, and it is never printed again. Not paused, not held back for a reissue — retired. Whatever exists after that is whatever was worn.

Which means the shirt is dated. It says which month you were working on what.

How it is made

Every order is printed after you place it, at the facility nearest to you in Europe or the United States. Nothing is made that nobody wanted, and there is no warehouse of unsold stock turning into a sale. The trade is a few extra days on delivery.

The garment is the same every month. Once you know your size, you know it.

The name

Big bucks: a lot of money, or a male deer with a full set of antlers. We mean a third thing — what you have got in you, and what you can carry when you have done the work.

Who we are

Haas & Reed B.V., Netherlands. Small, independent, and funded by shirts rather than investors.

For anything else — press, stockists, or a question about an order — get in touch.