The Story Of - TEE JAYS Since 1976

The story about TEE JAYS is a story about friendship, craftmanship and true passion. A story that begins more than 40 years ago in Florence, Alabama. TEE JAYS was founded in 1976 by a young man named Terry. His family had worked in textile manufacturing for generations. And now, Terry wanted to follow in their footsteps, and he set out to make the best quality T-shirt in the world. He started working out of his garage but ended up as the fifth-largest T-shirt manufacturer in the US.

My family was close friends with Terry and his family. I was so fascinated with that world, so when Terry decided to retire, my dad, George, and I knew right away, that we wanted to carry on the torch and the legacy of TEE JAYS. In 2003, with Terry’s help, we acquired the rights to TEE JAYS

and all the sub-brands, and TEE JAYS moved to Denmark. It might be a long way from Florence, Alabama to Denmark, but we’ve taken the most important things with us, which are the brand’s vision and the values that TEE JAYS was founded on. It is the love of excellent, durable materials. The no-compromise approach to the construction of fabrics and fitting and the simple yet very well-thought-out design. And even though we take inspiration from trends, our top priority will always be to manufacture timeless classics.

I’m very proud of where we are today. We’ve been able to carry on Terry’s lifework and stay true to the founding values of TEE JAYS, while still moving forward and adapting to the world, that we’re living in today.

Peter Høfler OWNER & CEO

“It is a story that crosses continents, but first and foremost a story about friendship, craftmanship and true passion.”

OUR VISION

We want to create the best premium collection of fashionable classics on the European promotion market. When a customer wants a premium Polo, Tee or Jacket, we want to be their no. 1 choice.

THE STORY

In 1976, two friends founded TEE JAYS Mfg. Co., and a remarkable story began. The founders, Terry and Jim, are now represented by the two capital letters in the logo.

Living in the beautiful countryside of Florence Alabama, the Wylie family knew cotton manufacturing and worked in the industry for their entire careers. Terry’s grandmother worked her whole life for a single garment-manufacturing mill running a flat lock machine every day until her retirement. His father Paul started in the mills right out of high school. The Wylie family founded TEE JAYS Manufacturing Co. – a worldwide cotton production facility and once the third largest employer in the Shoals area and the fifth largest T-shirt manufacturer in the US.

The adventure began in a garage with 25 old sewing machines, local fabric and lots of passion. Terry’s partner Jim decided to leave the company after a few years, after which Terry continued to carry out his dream.

The garage with the 25 sewing machines quickly became a full vertical production plant with knitting, dyeing, cutting, sewing and screen-printing. The family was determined to bring the complete T-shirt with decoration into the premium market. Terry saw the potential in making printed and custom-made garments instead of selling blank printables as a key strategy, which turned out to be a very clever and lucrative move.

In the period from 1976 to 2002, Terry and his family build a very well respected company in Florence Alabama. At their peak, TEE JAYS employed 4.000 people in Florence and had 19 production plants and shipping departments.

DON’T JUST COUNT YOUR YEARS - MAKE YOUR YEARS

COUNT

GEORGE MEREDITH

ACROSS THE ATLANTIC

THE START OF A GREAT FRIENDSHIP

On a sunny day in 1979, my father George visited a tradeshow in Anaheim, California. At that time, he and my mother Lone owned the sportswear business LG Sportswear in Denmark. As my dad walked past the TEE JAYS stand, a man remarked ‘I love the smell of your pipe’. The man was Terry, and his comment became the beginning of a lifelong friendship. My dad later visited Terry in Florence, Alabama to discuss the possibilities for TEE JAYS Mfg. Co. in Europe. Four weeks later, the first shipment of Sof-Tee heavyweight T-shirts was sent from Alabama to LG Sportswear. At that time, my mom and dad ran LG Sportswear from the basement in our home, and my older brother Anders and I earned our first pocket money packing the orders.

My dad did a great job for TEE JAYS. He made a success of selling the original US Sof-Tee T-shirt in high-end retail stores in Denmark and wanted to do the same in other European countries. In 1980 he was hired as the European Sales Director for TEE JAYS – a job that he was dedicated to for more than 20 years. The business grew stronger, and so did the friendship between Terry and my father. For many years TEE JAYS played a leading role on the American T-shirt market.

THE SECOND GENERATION

As a kid, I was fascinated by my dad’s work and the life he led. I always knew that I wanted to be exactly like him. One day my dad asked if I wanted to go to the US and work for TEE JAYS Mfg. Co. to learn the production side of the business. I didn’t hesitate for a second, and in August 1990 I went to Alabama. I spent 18 months working in all departments and learning about knitting, dyeing, cutting, sewing and screen-printing. When I returned to Denmark I started working for LG Sportswear, primarily focussing on sales and purchasing. The timing was perfect. Terry and George agreed that we could outsource our own Basic 150 GSM T-shirt to Bangladesh with a TEE JAYS neck label. The first offshore TEE JAYS tee was produced in 1995.

In the 90’s, the textile industry became increasingly pressed on margins, as competition from Far East productions increased. The US market took a great hit after the signing of the NAFTA agreement, and my father’s business was pressured by designer brands introducing their own T-shirts and full collections. In the late 90’s and throughout the 00’s, we had a very hard time coming up with a suitable business strategy for LG Sportswear. For ten years we tried to develop a Scandinavian multi-brand distribution business, knowing this was not the right way to go in the long term. With the high labour costs and overheads in Denmark, we would never be able to compete with the developing distribution networks in central Europe.

DID YOU KNOW THAT

“Peter was working 3 months in one of TEE JAYS mfg Co. Sewing plants learning to sew and stitch.”

FROM LG SPORTSWEAR TO TEE JAYS A/S

In 2002, Terry decided to sell the company at a young age, and TEE JAYS Mfg. Co. closed operations. It was the end of an era in Florence Alabama. It was the right time for us to sit down and make a longterm plan for the future of our family business. At this time we had just bought the domicile and warehouse on Lansen 11 near Aalborg. Our numbers were bleeding, and we only had 5 employees. We bought the rights for TEE JAYS in Europe, and in 2003 LG Sportswear became TEE JAYS A/S. My passion for TEE JAYS was bigger than ever. And the plan was simple: Focus 100% on the brand that has shaped our lives for the past 20 years.

THE FOCUS STRATEGY

Most of our competitors continued battling for market shares and the cheapest prices without ever finding a winner. So we needed a new mission. On one of my many flights to the East, I read an article about the success of ABSOLUT Vodka. A small Swedish distillery that wasn’t afraid to take on the big guys. Reading about the brilliant marketing of ABSOLUT made it all the more clear that we needed to focus on sheer product design and business strategy. My dad believed in my idea to build a profile collection based on retail design, perfect fitting and the best extraordinary fabrics and qualities, which no one had done before in the promotion industry.

DID YOU KNOW THAT “The current TEE JAYS logo was drawn in Aalborg and was a gift to Terry from George in 1986”

WHEN TIME PASSES THE ORIGINAL REMAINS

At TEE JAYS we are proud of our story. A story about craftsmanship, determination and unwavering passion.

Terry in the early years at his office at Plant 1, Rose Drive Florence AL. 20 years later Terry, had over 20 shipping and productions plants in the area.

Terry started the company in a garage with 25 old sewing machines, which turned out to be a multi-million dollar business.

TEE JAYS was founded in 1976 by Terry Wylie with its operations based in the beautiful countryside of Alabama.

In 1979, my father George met Terry at a tradeshow in California. This was the start of a long business relationship and a strong friendship.

The original TEE JAYS Logo from 1976.

My dad founded LG Sportswear in 1979 importing TEE JAYS products and selling them to retail. At the same time, Terry hired my dad as his European Sales Director. The name LG Sportswear combined my parents’ names Lone and George.

I met Terry and his family in 1981. This is a picture of my proud dad, mom and older brother Anders at the Shoals National Bank.

The friendship between my dad and Terry grew stronger and stronger.

At the same time, TEE JAYS Mfg. experienced rapid growth as well. Terry was not only targeting the imprintable business selling blanks, but aimed more and more at the private label business. This turned out to be a lucrative decision.

In Europe, George focussed on bringing TEE JAYS T-Shirts and sweatshirts into retail. For many years, the Sof-Tee was the no. 1 T-Shirt in retail sold by all the major shops in Denmark.

The new TEE JAYS logo was a gift from my father to Terry. The logo was drawn by a danish artist from Aalborg. Terry liked the logo so much that he changed the full marketing package worldwide.

The TEE JAYS Collection in the 90’s was dominated by lots of colours.

TEE JAYS Mfg Co. continued to grow. At the peak, Terry employed close to 4.000 people.

Lifestyle spreads from US catalogues from the early 90’s.

In 1995 we produced the first TEE JAYS T-Shirt outside the US – The Basic Tee, which was produced in Bangladesh. The Sof-Tee was produced in Alabama until 2003.

I worked in each department, from knitting to sewing. I actually learned how to stitch.

In 1998 we shot the first European catalogue with models. The pictures were taken on the 27th of December on the beach in Blokhus. It was very cold, but luckily it didn’t show in the pictures.

After several years working in my dad’s warehouse, he arranged with Terry for me to come to Alabama for 18 months to learn about the production process. In this picture Terry’s wife Suzanna and me are trying on Terry’s cowboy hats.

The early years of European trade shows.

TEE JAYS crew in Aalborg mid 90’s.

Hoflers was the trademark we used when we tried to build a multi-brand operation with quality leisurewear.

At the perfect timing, Terry sold his lifework in 2002. In 2003, with Terry’s help, my dad and I bought the rights to TEE JAYS in Europe.

In the mid 00’s I decided to only focus on TEE JAYS. I wanted to strengthen the brand with a focus on lifestyle products and high quality.

In 2002 we moved to a new logistics center on Lansen 11 in Svenstrup.

The first sod was turned in October 2015, without being finished with the detailed planning of the interior. 7 months later our new domicile and logistic centre were ready to be used.

To support our quality products we rebooted our full marketing plan. In addition to new catalogues shot in Amsterdam, Paris and Stockholm we also changed our trade show image to support the retail values and our brand.

With the support of our Scandinavian retailers and European quality distributors – today, TEE JAYS is known as the premium leisurewear brand in Europe.

The market responded positively to the TEE JAYS quality level and image. Known for the best pictures and quality in the industry, we decided to shoot the first catalogue outside of Denmark in 2015 in Amsterdam. The year after we headed to Paris to shoot the 2016 catalogue.

In 2015 we got the rights for TEE JAYS in the US. And this year we purchased the teejays.com domain.

TEE JAYS stand at PSI in Düsseldorf in 2016.

2019

In 2019 we updated our trade show, to support our quality products and match the look and feel of our headquarter.

Our showroom and POS materials were updated with racks and catalogue holders in stylish oiled oak and black metal, as well as a new design for the table signs.

On the 1st of January 2019, we launched our 2nd version of custom-made production, so our customers could create styles that fit their wishes and needs.

Grafisk oplæg på special produktion

In 2019 we made the first Style & Story Lifestyle newspaper with articles like The Design of Fall, The Dress Code Jungle and When in Gothenburg.

We started showing up on the social media platforms Facebook and Instagram. A new marketing initiative, to present our styles and universe.

The first CSR folder, to show the world that We Care. We are proud of our certifications and are among others members of Oeko-Tex® Standard 100 and we have been members of BSCI since 2014.

The COVID-19 pandemic hit the entire world, also TEE JAYS. But we made it through and came out even stronger, even though the 2020 photoshoot was almost not happening, due to the restrictions, we pulled it through in our own capital, Copenhagen.

Our new TEE JAYS brand T is adding retail value to our styles. The styles are decorated with special techniques within print and embroidery

In 2021 we launched our B2C webshop. TEE JAYS was back in retail business!

TEE JAYS products are designed to offer superior comfort, durability, and style. With our webshop, customers can easily browse and purchase our products online from the comfort of their own homes. We’re excited to be back in the retail business and look forward to continuing to provide high-quality clothing options for our customers.

In the 1980’s and 90’s, TEE JAYS was exclusively sold through retail channels. Our products were available in major department stores and fashion boutiques, where we showcased our high-quality Sof Tee and hoodies.

Today, our retail program includes not only our great basic garments but also our designs, which are expressed through direct printing or embroidery.

We continue to offer superior quality and style to our customers through both traditional and modern retail channels.

Peter with the first B2C webshop order.

The TEE JAYS team was gathered in the front hall to celebrate the launch of the B2C webshop, with a glass of champagne.

First design draft of the B2C webshop.

In 2022 we introduced The Story Of, a movie that presents the story of TEE JAYS. It was a big project, with processes from moodboard, to location hunting, to storyboard, before we got the end result. The Story Of became a big part of the marketing in 2022 and will be further developed in 2023.

In 2022 we focused even more on communication and branding. We created a content bank for our customers, containing marketing materials and content that is easy to download and use across media platforms.

We updated our headquarters showroom, with a mix of new and old, to fit the look and feel of the 2023 TEE JAYS.

The 2023 pictures are taken in our hometown Aalborg, at the harbour, the architectural Musikkens Hus and Peters private home.

SOME WEAKEN, OTHERS GROW STRONGER

Our universe never stands still, but we move towards new creations with our loyal customers, team spirit, strong values, and visions as a guiding star.

PASSION MAKES PERFECT

In 1996 we started producing and designing our own TEE JAYS catalogues. 1998 was the first catalogue with models, it was shot on the 27th of December on the beach in Blokhus in Denmark. At TEE JAYS our passion is to make great basic styles but we also love to challenge ourselves to make the best catalogue ever – each year. The catalogue has brought us to new and exciting cities and locations around Europe.

We love bringing clothes into the world and streets where it is meant to be worn. It takes many hours of hard work and preparation to shoot a catalogue. Through the years we have realised that it is not just hard work, it is actually creating memories. To us, this is not just work, it’s a lot of fun.

2011 was the year we began using the TEE JAYS logo in all black or white, instead of the red and blue colours. We wanted to create a cleaner and more sophisticated look for the brand. The logo should reflect the direction TEE JAYS was going towards.

EMBROIDERY & CUSTOM-MADE

At TEE JAYS, we understand the importance of customized production and branding, and we’re proud to offer our customers a variety of options to personalize our high-quality garments. In addition to our daily production, we’ve specialized in customized production and branding, and we’ve invested in our own in-house Barudan embroidery machines to ensure that our customers receive the best quality embroidery.

Our professional designers are skilled at creating personalized corporate wear from our quality styles, ensuring that your brand is well-represented and that your employees look their best. We maintain a high-quality standard in all of our productions by only using our own well-known and tested fabrics, so you can be sure that the final product meets your expectations.

Whether you’re looking to create custom T-shirts for an event, or outfit for your entire workforce in personalized corporate wear, TEE JAYS is here to help. Our customized production capabilities make it easy for you to create a unique and professional look that sets you apart from the competition.

RESPONSIBILITY

At TEE JAYS we recognize the huge responsibility we hold as a fashion retailer. And we owe it to our planet and the next generations to do what we can to help foster positive change and promote a more sustainable way of making clothes. Clothes of premium quality that last. Within our range, you will find products made in Organic cotton and Recycled polyester fabrics. In 2021 we also became a proud member of The Better Cotton Initiative/BCI and TEE JAYS is certified by STANDARD 100 OEKO-TEX®.

DID YOU KNOW THAT

Our Code of Conduct is based on UN Global Compact’s 10 principles which are based on internationally adopted declarations and conventions on human rights, labour rights, environmental protection and anti-corruption. TEE JAYS does not own any factories, but we cooperate with suppliers that understand the importance of complying with the guidelines of our Code of Conduct regarding the ethics and behaviour throughout the supply chain.

At TEE JAYS we take our responsibility to our planet and the next generation very seriously. That is why we are passionate about doing our part by promoting sustainable ways of making clothes, which means: clothes of premium quality that last. This includes rethinking materials and how we use them.

As part of our long-term sustainability strategy, we are always looking for ways to offer less harmful and more sustainable alternatives to traditional cotton. We have already introduced many of our styles in organic cotton, and we are in the process of turning more of our styles organic. In 2021 we introduced our first-ever collection made from recycled post-consumer plastic.

What exactly makes organic cotton so much better for our climate? It has to do with the way cotton is produced. The production of organic cotton doesn’t allow the use of toxic pesticides and fertilizers or genetically-modified seeds and pesticides, which reduces air pollution and is much healthier for the soil, for ecosystems, and for cotton farmers.

Organic cotton production also uses 88 percent less water and 62 percent less energy than traditional cotton production. And then there are the personal benefits: being free from chemicals, organic cotton is proven to be hypoallergenic and is much softer and better for the skin than conventional cotton.

“We believe in developing a strong relationship with our suppliers with a common understanding and respect for one another. Every day we remind ourselves and our suppliers to work proactively with corporate social responsibility.”

TEE JAYS are a member of Amfori, the leading global business association for open and sustainable trade. Its mission is to enable each of its members to enhance human prosperity, use natural resources responsibly and drive open trade globally. TEE JAYS

Participate in Amfori BSCI in order to better monitor and improve the social performance within our supply chains. We endorse the eleven principles of the Amfori BSCI Code of Conduct and recognize that improving working conditions in our supply chains is a necessity for the overall resilience and performance of our business.

TEE JAYS is certified by STANDARD 100 OEKO-TEX® which is one of the best-known labels for textiles and guarantee that the clothing does not contain harmful substances. It is the world’s leading independent testing institutes and regularly controls all testing for substances which are harmful to human health and the environment. Clothing that are certified by the STANDARD 100 OEKO-TEX® is subject to requirements covering pH value and the content of, for example, pesticides and heavy metals.

The Organic Content Standard/OCS verifies organically grown content and tracks it from the source to the final product. Products certified to the Organic Content Standard/OCS contain organically grown content that has been independently verified at each stage of the supply chain, from the farm to the finished product. The purchase of Organic Content Standard/OCS certified products demonstrates demand for organic agriculture. Organic cotton is produced and certified to organic agricultural standards, which require practices to sustain ecosystems.

The Recycled Claim Standard/RCS verifies recycled content and tracks it from the source to the final product. Products certified to the Recycled Claim Standard contain recycled content that has been independently verified at each stage of the supply chain, from the recycler to the finished product. The purchase of RCS certified products demonstrates demand for recycled content.

TEE JAYS are a proud member of Better Cotton and we are committed to improving cotton farming practices globally with Better Cotton. Better Cotton is sourced via a system of Mass Balance and is not physically traceable to end products. We are committed to sourcing 95% of our cotton as more sustainable cotton by 2025. More sustainable cotton includes Better Cotton and Organic cotton. Better Cotton connects people and organizations throughout the cotton sector, from field to store, to promote measurable and continuing improvements for the environment, farming communities and the economies of cotton-producing areas.

THE ORIGINAL HOLD THE FUTURE

Our primary goal is to stay focused and do what we do best – that is to provide great service and to produce high-quality basic products. We are strong in design and stocking, and when we stay focused we can maintain a high standard and continue to deliver the absolute best in profile clothing.

A NEW CHAPTER

At TEE JAYS, our passion for excellent and durable materials, along with our uncompromising approach to construction and fit, remains at the core of our brand. Our simple, yet well-thought-out designs are created to ensure that our clothing looks and feels amazing.

We’re proud to say that the market has responded positively to our commitment to our quality and refined image. With the support of our Scandinavian customers and European distributors, TEE JAYS has become known as the premium leisurewear brand in Europe.

NEW GOALS

Over the past decade, TEE JAYS has experienced rapid growth, but the COVID-19 pandemic and its impact on trade patterns and supply chains have caused us to reflect on our organizational structure and future ambitions. Despite the challenges, we see great potential for even more growth, a stronger organization, and clearer objectives. Looking ahead to 2026, we aim to double our European business through our distribution network and Scandinavian dealers. To achieve this goal, we will continue to invest in communication, advertising, and IT, which will help us strengthen our supply chain and distribution capabilities. We’re committed to providing our customers with high-quality clothing options and look forward to the continued growth and success of TEE JAYS.

DID YOU KNOW THAT “Terry’s motto was always ‘concentrate and dominate’, and he taught Peter the importance of focusing on a limited selection of products – and excel at it.”

DID YOU KNOW THAT

NEW FACILITIES

In response to the COVID-19 pandemic, we have been working with our architects to prepare for a new addition to our warehouse and administration facilities in Svenstrup. The construction of the new warehouse, which will add another 6,000 square meters of space, will begin in 2023, and it is expected to be fully operational in early 2024. The new warehouse will have the capacity to hold more than 12,000 pallets or up to 4 million garments, which will support our European distribution network and allow us to fulfil even larger orders on a daily basis.

We’re committed to sustainability and minimizing our environmental impact, and as part of this commitment, our new state-of-the-art building will focus on biodiversity and self-providing solar power. We will prioritize the surrounding biodiversity to create a better environment and ensure the comfort of our employees. We’re excited about this new addition to our facilities and the positive impact it will have on our business, customers, and the environment.

“By 2026 our goal is to double our 2021 turnover and have TEE JAYS presented througout Europe by the leading dealers.”

DID YOU KNOW THAT

WE CARE

We believe that sustainable practices are not only important for the health of the planet but also for the long-term success of our business. That’s why we are continuously striving to improve our sustainability efforts and reduce our impact on the environment.

Some of the measures we’ve taken to reduce our environmental impact include using eco-friendly materials such as organic cotton and recycled polyester in part of our products, reducing water usage and emissions during production, and implementing more sustainable packaging options.

We know that there’s always more work to be done, but we’re committed to making sustainable practices a core part of our business operations and contributing to a better future for all.

We’re grateful for the continued support of our customers and partners and look forward to providing high-quality clothing options for years to come.

“TEE JAYS constant focus is investing in people”

BUT ONE THING REMAINS THE SAME

PASSION CRAFTSMANSHIP

ICONIC QUALITY

SENSE OF DETAILS DEVOTION