We don’t build new products at Western Rise just to launch something new. We do it because something isn’t quite right — because we believe it can be better. The Location X™ Tee is the product of that exact mindset.
When we launched the original X Cotton Tee, it was our answer to the question: Can a cotton t-shirt actually work for travel? Most people said no. Cotton wrinkles. It smells. It clings. But we thought: what if we could give it superpowers?
We succeeded — mostly. The X Cotton Tee turned out to be a workhorse. Soft. Stretchy. Odor-resistant thanks to Polygiene®. Great for everyday wear and light travel. It became a staple for our customers. But over time — and many thousands of miles on the road — I started to notice the cracks. Subtle, but real.
The Problems We Wanted to Solve
As a founder who lives out of a carry-on more than I live at home, I needed something more. I wanted a tee that still looked elevated after a full day of wear — not limp and stretched out. I needed it to hold up through long hauls, red-eyes, hot climates, and way too many wears between washes. I wanted better durability, more structure, and a fabric that draped cleaner but stayed cool even in Southeast Asia’s heat.
The X Cotton Tee was close, but not quite there. It had great stretch and odor resistance — but after a couple of wears, it could start to lose its shape. It was midweight, but didn’t drape the way I wanted in photos or at dinner. It was soft, but lacked that slightly more substantial handfeel that makes a tee feel premium.
So, we went back to the drawing board.
The Fabric That Changed Everything
We started with the raw material: cotton. But not just any cotton — the top 3% of cotton on Earth. Organic, long-staple fibers, spun for strength and blended with nylon to add resilience. This wasn't about nostalgia. This was about building a tee that could survive a month on the road and come out looking better than ever.
The result? LocationX™ Cotton. It’s 50% softer, 45% stronger, and built to hold its shape wear after wear. It cools the skin on contact — yes, actually cools — and shrugs off wrinkles better than any cotton I’ve worn. It resists funk naturally, and does it all without compromising on the softness that made the original X Cotton great.
We didn’t stop at fabric. We knew fit mattered just as much.
Fit for the Way You Move
One of the key pieces of feedback on the original X Cotton Tee was about the fit. It was a tailored, athletic cut — great for many, but not all. We needed something more versatile. More expressive. More in line with how people actually wear t-shirts now.
So for Location X™, we introduced two fit options:
- Regular Fit — A timeless, slightly roomier cut than the original X Cotton. Clean, classic, and ready for anything.
- Boxy Fit — Slightly cropped. Dropped shoulder. More volume through the body. A modern silhouette for guys who want their tee to say a little more.
Both cuts use the same high-performance fabric. Both are 4-way stretch. Both are built for motion — but now you get to choose your vibe.
Built for the Road Ahead
Ultimately, the Location X™ Tee is the tee I always wanted: structured but soft, cooling but substantial, tough but luxurious. It keeps its shape. It keeps you fresh. It looks elevated whether you're bouncing between terminals or toasting at a rooftop bar.
The X Cotton Tee was a great starting point. But the Location X™ Tee? That’s the destination.
And the best part? It still fits in the same carry-on.
