Tobias Skogquist founded Shirtonomy in 2012 after growing frustrated that decent shirts in non-standard sizes were hard to find at a reasonable price, traveling across Europe to track down the right manufacturers before launching the brand. Shirts are sewn in Portugal, at what the brand describes as one of Europe's leading shirt factories, using fabric primarily woven in Italy and England at some of the industry's oldest mills. The company is based in Sweden, built around the idea that a shirt's small details add up to its overall impression.