A New Twist on An Old Classic: The White Shirt


A crisp white shirt is a sartorial staple. Dress it up, dress it down, pair it with jeans or a slim pencil skirt, and you’re good to go. A line of classic white shirts offering a fresh twist on this elegant wardrobe must-have is the first collection offered by Sioloonim, launched by friends Minoo Hersini of Irvington and Lois Rosenthal of Scarborough (the company name is a combination of “Lois” and “Minoo” spelled backwards). The pair met six years ago when Hersini worked as an event planner designing floral arrangements and place settings, etc., for Rosenthal’s daughter’s wedding.

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“I have always loved quality white shirts,” Hersini says. “I practically live in them.” She has 30 in her closet. “A white shirt is like white paper in that you can use any color ink with it. You can never go wrong.” Hersini’s partner, who handles the business end of the venture and also owns Raptures, a bath-and-body-product company based in Pretoria, South Africa, says, however, that Sioloonim’s white shirts are different. “These are not simply your ordinary men’s white shirts for women.”

Made-to-order in Florence, Italy, the line uses a range of Italian, Swiss, and Japanese fabrics. And they aren’t exactly cheap. The collection is priced from $450 to $650; couture shirts cost $900. Why so pricey? “You’re paying for a number of things,” Rosenthal says, “including design, the details in that design, and the quality of the fabrics.” To order, visit sioloonim.com or call (212) 750-5606 to make an appointment at Sioloonim’s Manhattan showroom. Allow up to three months for delivery.

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