The weight of it

A heavy hoodie has a specific weight in the hand. You can feel it before you put it on. That weight is the whole argument.

You pick up a 430gsm garment and the cloth pulls down at the shoulders, falls into your palm with substance, sits on the table with shape. You pick up a high-street hoodie and it has the weight of a tea towel.

The first thing you will notice when the parcel arrives is the weight of it. The garment is dense in the hand. It is heavier than you remember clothes being. That is the brand.