01
Entry
DOT Under
Seamless underwear built on seamless knitting, bonding, lamination and 3D ergonomic support. Modal, nylon, spandex.
Repeat purchase · Margin · Loyalty
01 — Introduction
EU Trademark No. 018705319
A modern apparel brand
Built for the missing middle.
Accessible premium clothing designed for everyday life.
Not a startup experiment. A brand built on 32 years inside the apparel industry, now opening to strategic partners.
02 — Tension
Something
Something
is missing.
The global apparel market has polarised. Fast fashion competes on price and volume, and sacrifices material and durability to get there.
Luxury competes on status: high prices, exclusivity, visible logos. Between the two sits a large group of people who feel served by neither.
They want better materials, refined design, comfort and honest pricing. That space has no clearly positioned brand. DOT is built to own it.
04 — The shift
People are not looking for more.
They are looking for better.
People buy less and expect more. They want clothing that works across contexts: work, travel, leisure, everyday. Materials that last. Brands that respect their intelligence.
05 — The answer
Not luxury. Not fast fashion.
A product
System
DOT is a modern apparel system built on product knowledge, material understanding and quiet design. Not a collection that changes every season, but a wardrobe that keeps working.
DOT is not a collection. It is a system.
One brand, one visual language, one quality standard. Specialised lines enter in a deliberate order, each one proving the next. Underwear opens the door. Core apparel builds the brand. The full wardrobe follows.
02
Growth driver
DOT Core
The hero T-shirt and everyday staples: knit polos, shirts, chinos. Where material philosophy meets a broad customer base.
T-shirts · Polos · Shirts · Chinos
03
Comfort
DOT Leisure
Hoodies, zip hoodies and jogging sets in interlock and brushed cotton. Engineered for travel and home.
Hoodies · Joggers · Sets
04
Expansion
DOT Denim · Active · Hat & Cap
Denim and outerwear, active layers, and headwear carrying the TM circle. The wardrobe completes itself.
Denim · Outerwear · Active · Caps
Designed for
16/7
The sixteen waking hours of a modern day. One wardrobe has to carry a person from the morning meeting to the evening table, to the airport, to the weekend.
Smart casual
The morning meeting.
SMART FIT: structured enough for business, relaxed enough for the city. Knit polos, fine T-shirts, chinos.
Boxer Trunks 01 — the entry point
Engineered
Engineered
from the waistband in.
The first DOT product is the one worn closest to the skin and replaced most often. Every construction decision is made for comfort that lasts a full day, and for a garment that keeps its shape after hundreds of washes.
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- 01Knitted waistband35 mm elastic with MADE TO KEEP knitted into the structure, compressed at rest, readable only when stretched.
- 02TM circle, high-build print25 × 25 mm on the left hip. The identity is a detail you feel, not a logo you read.
- 03Double-layer front pouchOuter layer in self-fabric, inner layer in mesh support lining.
- 043D support sewingThree-dimensional construction that holds its shape through the day.
- 05Full-strip lamination35 mm laminated waistband depth. No rolling, no digging in.
- 06One-piece mouldingA clean back panel without unnecessary seams.
- 07Blind-seam, wireless finishBonded hems that disappear under clothing.
- —CompositionMain fabric 90% cotton, 10% spandex. Lining 86.1% viscose, 5.1% spandex, 4.4% mulberry silk, 4.4% nylon.
Why underwear opens the door
The entry category
is a strategy.
High repeat-purchase frequency
Strong margin potential
Long-term brand loyalty
Material is where
the product begins.
Not purely traditional fabrics, not purely synthetic performance. DOT develops natural fibre blends that keep a garment comfortable, functional and refined after long hours of wear.
19-0303 TCX
Jet Black
Jet Black
18-4004 TCX
Poppy Seed
Poppy Seed
19-3815 TCX
Evening Blue
Evening Blue
19-0622 TCX
Military Olive
Military Olive
18-4023 TCX
Blue Ashes
Blue Ashes
14-1012 TCX
Gilded Beige
Gilded Beige
Supima cotton
Extra-long staple. Softer, stronger, holds colour.
Merino
Regulates temperature, resists odour.
Cashmere
Warmth without weight.
Silk
Drape and a natural cool hand.
Sorona®
Plant-based performance fibre. Stretch and recovery.
Modal
The base of DOT Under. Smooth, breathable.
Signature blends
Cotton + Silk
Cotton + Cashmere
Cotton + Sorona®
What the blends deliver
Cooling in warm weather
Minimal wrinkling
Breathable comfort
Quick drying
Less ironing
Refined all day
Less branding.
More identity.
The circle is the brand. Wherever a round detail appears on a DOT garment, the TM mark lives in it: cord stoppers, buttons, zipper pullers, rivets, eyelets. You recognise DOT by touch before you see a logo.
Moderate price.
Long lifespan.
Fast fashion sits at low price and short life. Luxury sits at high price and long life. DOT takes the quadrant nobody owns: accessible premium garments designed to last.
T-shirt39–59 €
Denim79–99 €
Hoodie79–99 €
Indicative retail price positioning
TM
COS
ARKET
A.P.C.
BLUEMINT
MUJI
UNIQLO
EVERLANE
CLUB MONACO
ZARA
REISS
MASSIMO DUTTI
SANDRO
H&M
SHEIN
PRIMARK
10 — The constitution
The 12 rules
The 12 rules
of DOT design.
DOT will never trade quality for price. Every material choice and every construction detail is measured against these rules.
- 01 Design must serve function.
- 02 Material quality comes before visual effect.
- 03 If a detail has no purpose, remove it.
- 04 Simplicity requires discipline.
- 05 Every product must age well.
- 06 Avoid trends. Design for time.
- 07 Good construction is invisible.
- 08 A product should work in multiple contexts.
- 09 Less branding. More identity.
- 10 Packaging must be worth keeping.
- 11 Production must respect people and materials.
- 12 If the product still works in 10 years — it is DOT.
Built on product.
Not hype.
32
Years inside the apparel industry
170
Points of sale reached by the founder's previous brand
4
Foreign markets of distribution
EU
Trademark registered 2024 — classes 18 & 25
The founder
“Fashion is a passion. The relationship never cools. With the experience our previous brand gave us, we are coming back with more knowledge and the will to write a new story.”
Božidar Bašič — founder, DOT
-
1993
A family company is founded in Celje, in central Slovenia. First steps in fashion.
-
1994
First fashion store opens in Polzela, a small village. All of 35 m².
-
1997
A larger, modern store in Žalec, and new suppliers.
-
2001
Own clothing brand EK launched, later distributed to 4 foreign markets and 170 points of sale. The company moves to the centre of Celje.
-
2017
Exit from the fast-fashion race. Quality and a traditional approach do not fit its pace.
-
2022
Custom design and production services: development, sourcing and manufacturing know-how.
-
2024
DOT registered as an EU trademark (No. 018705319), classes 18 and 25.
-
2026
Collection development and sampling with specialised production partners.
A hybrid brand.
Built to scale.
DOT does not depend on social-media advertising. Physical touchpoints build trust in product quality; digital channels carry convenience and repeat purchase. Production runs through specialised partners per category, unified under one brand platform.
Channels
01
Pop-up stores
02
Selective retail partners
03
Brand showrooms
04
Direct online sales
Production architecture
Partner 1Seamless underwear — DOT Under
Partner 2Knitwear — T-shirts, hoodies, jogging
Partner 3Denim and outerwear
Partner 4Headwear and accessories
One design language and one quality standard across every partner.
Open to
strategic partners.
The project is open to partners who see the potential of a modern apparel brand in the accessible premium segment: investors, buyers of the brand, and industry partners.
Apparel manufacturers
Apparel brands
Retail groups
E-commerce platforms
Private investors
Available on request, under NDA
Pitch deck · Brand book · Collection architecture · Financial model
Thank you.
We will reply personally within two working days with the NDA and the next step.
Trends expire.
Quality doesn't.
DOT — Made to keep