Familiar by design

The polo shirt has existed in recognisable form for generations.

It does not need to be reinvented every season.

Our black polo shirt uses a familiar shape because useful design does not become less useful simply because it is not new. It is made for repeated everyday wear, with discreet branding and no dependence on seasonal fashion.

Product details

• Black
• Regular Fit
• Logo on the back
• Polo collar
• 100% cotton
• Machine wash (see label)

Sizing

Choose your usual size for the intended fit. Refer to the size guide for garment measurements. If you are having trouble deciding which size is the best fit for you check out what our models are wearing for a little help Bekka is 1.57m and wearing a size S.

Why this polo shirt exists

Fashion often treats familiarity as a problem to solve.

We see it differently.

When a garment has remained useful for decades, constant reinvention can add complexity without adding value.

This polo shirt is our version of an established everyday garment. It is designed to remain recognisable, wearable and useful long after a temporary trend has passed.

Timeless does not mean temporary

The industry frequently calls garments “timeless” while replacing them with a new collection six months later.

For FIFI, timelessness means continuity.

We do not plan to make this polo feel old by introducing a supposedly essential new version next season.

Why black?

A restricted colour palette reduces unnecessary choice and allows the product to work easily alongside the rest of the range.

Black does not need to be reintroduced under a new seasonal name.

Why discreet branding?

A polo shirt should not need a prominent logo to justify its existence.

The branding remains discreet so the garment can fulfil its purpose without turning the wearer into an advertisement.

Made in Portugal

The polo shirt is made in Portugal as part of our local manufacturing and efficient-distribution approach.

We aim to create clothes closer to where they are sold and to build a range based on continuity rather than constant replacement.

Care

Follow the care label carefully, particularly around the collar and placket.

Reshape after washing and avoid unnecessary tumble drying to help maintain the shirt’s structure.

Frequently asked questions

What is the polo shirt made from?

100% Cotton.

Where is it made?

It is manufactured in Portugal.

Is the logo visible on the front?

No. The front is deliberately free from prominent branding, with the FIFI logo positioned discreetly on the back.

How does the polo shirt fit?

The polo shirt has a regular fit. If you are having trouble deciding which size is the best fit for you check out what our model is wearing for a little help: Bekka is 1.57m and wearing a size S.

Can it be worn casually and more formally?

Its simple black design makes it adaptable to different everyday settings. How formal it appears will depend on how it is combined and the requirements of the occasion.

Why does FIFI not offer more colours?

We avoid seasonal colour cycles and focus on one versatile colour designed for repeated wear.

Continue reading

Good design does not stop being useful because something newer appears.

Read Article 001: Why This Journal Exists in The Anti-Fashion Journal.

Read Article 001 →