A new Chicago-based menswear company called BOGA wants to bring some honesty to the luxury market. Recognizing that consumers feel a disconnect between the high price tag of designer goods and the quality of the product, Jeff Burkard decided to create a company that is transparent about its materials and its price.

That means one of his BOGA dress shirts may cost $270–$350, but what you're getting for that price is clearly outlined: luxurious Egyptian Giza 45 cotton, extra-thick mother of pearl buttons, adjustable cuffs to accommodate thick or thin watches, and whipstitching for increased durability. Like the major fashion houses, BOGA sources its materials from world-renowned mills in Italy, Switzerland, Portugal, and Spain. When comparing fabrics and yarns, BOGA says its quality is comparable to a brand like Brioni (where a shirt might run $400–$900, mind you).

Along with dress shirts, the debut collection includes knitwear, t-shirts, denim, and accessories. Using a palate of blue, gray and brown—the “new neutrals”—each garment is designed to coordinate with the next.

While BOGA primarily does its business online (with free shipping and free returns), we Chicagoans can call 312-801-8662 to schedule an appointment at the BOGA office (133 N. Jefferson St., floor 5) to try the product on in person.