The myth of the €15 t-shirt

For thirty years, the global textile industry has taught us that a t-shirt should cost €15. This belief has become so ingrained that today, seeing an €85 t-shirt almost automatically triggers a reaction of distrust. Yet, it is exactly the opposite that we should be questioning: how can a €15 t-shirt exist, knowing that it must be grown, woven, sewn, printed, transported, and sold?

The answer is simple and uncomfortable. A €15 t-shirt exists because somewhere in the chain, someone is underpaid. It is almost always the seamstress, and it is often also the cotton producer, the printer, and the environment. The low price is made possible by a massive cost transfer to those who have no say in the matter.

At TAFANELLI, we have chosen not to make this transfer. The price of our t-shirt is not a commercial strategy; it is an economic equation. Here is that equation, laid out in full.

Breakdown of a €15 fast fashion t-shirt

Before we open the TAFANELLI figures, here is how a t-shirt sold for €15 in a large fast fashion chain is constructed. The figures below are derived from studies published by the Collectif Éthique sur l'Étiquette, Oxfam, and various textile investigative reports.

On a €15 t-shirt, the person sewing it earns €0.30. For this price, they must produce this t-shirt in less than 10 minutes, under conditions that no European legislation would authorize. The remaining margin, representing more than 60% of the price, goes to the retailer and its shareholders.

Breakdown of an €85 TAFANELLI t-shirt

Now, here is the full breakdown of a TAFANELLI t-shirt made in France. All figures below correspond to our actual costs observed in 2026.

On a TAFANELLI t-shirt, the French seamstress who makes it earns €14. That is 46 times more than on a fast fashion t-shirt. The retailer margin (our margin) represents 26% of the price, compared to 63% on a €15 t-shirt. The distribution is radically different, and it reflects a different vision of business.

The real side-by-side comparison

To visualize the difference at a glance, here are the two business models face to face.

The price difference between the two is not a difference in raw materials; it is a difference in business model. With the €15 t-shirt, the money goes massively to the retailer and marketing. With the €85 t-shirt, it goes to the material, the hand that sews, the design, and the local screen printing.

The real cost of usage over 5 years

If we look only at the purchase price, the €85 t-shirt seems nearly six times more expensive. If we look at the cost of usage, it is exactly the opposite. A fast fashion t-shirt rarely lasts more than 6 to 12 months before losing its shape, color, or ripping at the seams. A well-maintained TAFANELLI t-shirt lasts 4 to 5 years. Here is the comparison over that period.

The calculation is relentless. Over five years, the French t-shirt is cheaper to use, generates seven times less waste, and emits six to seven times less CO₂. The higher entry price is widely offset by its lifespan.

French craftsmanship in everyday life

Behind every TAFANELLI t-shirt is a chain of French professions. A seamstress who sews on industrial machines while respecting French labor laws. A screen printer who prepares their inks by hand and pulls each piece one by one. An illustrator who draws for TAFANELLI on commission and is paid according to the value of their work. A logistics team that checks each piece before shipment.

This chain costs more than an Asian industrial workshop. Much more. And that is precisely what gives value to the final product. The price of €85 you see in stores is the exact reflection of what it costs to manufacture a t-shirt with dignity in France in 2026.

When you buy a TAFANELLI t-shirt, you are not financing an industrial margin. You are financing a chain of French jobs that are stable, sustainable, and respectful. You are keeping alive a craftsmanship that is disappearing everywhere else in Europe.

Why we made this choice

We could have manufactured in Portugal for €8 less per piece. We could have taken out the original design and used a royalty-free visual to save €5. We could have sent the screen printing to Poland rather than France. We could have, like many others, optimized line after line to get down to €55 or €60 and increased our margin.

We did not do it, and we will not do it. Because with every optimization, someone else takes the loss. It’s the Portuguese seamstress who earns less, the illustrator who isn't paid, the local screen printer who closes down. And at the end of the chain, it is also the customer who receives a product that is less durable, less beautiful, and less meaningful.

The price of €85 is exactly what a t-shirt made with dignity in France in 2026 costs. Not a euro more, not a euro less. That is the transparency we owe to those who trust us.

Frequently asked questions

Why not manufacture in Portugal to reduce the price?

Portugal has excellent textile craftsmanship, and we respect Portuguese workshops. Our choice to manufacture in France responds to a different logic: supporting French employment and a textile craftsmanship that is on the verge of disappearing in our territory. It is a choice of stance, not a criticism of other models.

Is an €85 t-shirt really more durable than a €15 t-shirt?

Yes, and the difference comes from two things: the weight of the cotton (240-280 g/m² for us vs 90-120 g/m² in fast fashion) and the quality of the seams. A dense, well-sewn t-shirt retains its shape and color for 4 to 5 years, whereas a thin t-shirt loses its shape and fades in a few months.

How can I verify that a t-shirt is really made in France?

Two reliable indicators: the origin indicated on the label (which legally binds the brand) and the price. A t-shirt made entirely in France, from the fabric to the cut, cannot drop below €50 without deceiving the consumer.

What is TAFANELLI’s margin on an €85 t-shirt?

€22, or 26% of the selling price. This margin covers all our fixed costs (rent, salaries, accountant, modest marketing), allows us to invest in developing new pieces, and leaves us with a small team salary. We are not in massive growth; we are in sustainable growth.

Why include the designs in the price rather than using existing visuals?

Because an original design has value. All TAFANELLI designs are created bespoke and paid for according to the value of the work. The Plongeur de Calvi, the Pêche aux Oursins, the Club Sirène, the Roccapina: these are not motifs bought from a stock image bank; they are works that belong to TAFANELLI and will never exist anywhere else.

Will there ever be a cheaper TAFANELLI t-shirt?

No, and that is our commitment. We will not lower the price by sacrificing French manufacturing, local screen printing, or original creation. If we ever offer a more affordable product, it will be a different, simpler piece, but with the same ethics of production.