How Target’s In-House Brand Is Redefining Affordable Men’s Fashion

In the ever-evolving landscape of men’s fashion, finding the perfect balance between quality, style, and affordability often feels like searching for a needle in a haystack. Enter Goodfellow & Co., Target’s in-house menswear brand that has been steadily winning over fashion-conscious men who refuse to compromise on quality while maintaining a budget-friendly wardrobe. At the heart of this brand lies perhaps its most essential offering: the humble yet mighty T-shirt.

Goodfellow T-shirts have revolutionized the affordable fashion market by delivering premium quality basics at prices that won’t break the bank. This comprehensive guide will dive deep into everything you need to know about these wardrobe staples—from materials and sizing to styles and value proposition—helping you make informed decisions about your next T-shirt purchase.

The Goodfellow & Co. Story: A Brief Background

Before we dissect the T-shirts themselves, it’s worth understanding the brand behind them. Launched in 2017, Goodfellow & Co. represented Target’s ambitious revamp of its men’s clothing line. The retail giant recognized a gap in the market: men wanted stylish, quality clothing without designer price tags. The brand was designed with a clear mission: to offer well-made, trend-conscious pieces that could compete with more expensive alternatives in quality while maintaining Target’s commitment to accessibility.

The name itself evokes a sense of heritage and craftsmanship—values that are reflected in the attention to detail found in every garment. Since its introduction, Goodfellow has expanded to include everything from suits to swimwear, but their T-shirts remain among their most popular and highly rated products.

What Exactly Are Goodfellow T-Shirts?

At their core, Goodfellow T-shirts are premium basics designed for the modern man. They represent the brand’s philosophy of providing elevated everyday essentials that combine contemporary styling with classic sensibilities. These aren’t just any T-shirts—they’re thoughtfully designed garments that can serve as the foundation of countless outfits.

What sets them apart is the attention to small details that many budget brands overlook: reinforced seams, quality stitching, and fabrics selected for both comfort and durability. The result is a T-shirt that feels substantially more premium than its price tag would suggest.

The Material Difference

The fabric of a T-shirt can make or break the wearing experience, and Goodfellow has put considerable thought into their material selections. The brand offers several fabric options across their T-shirt lineup:

100% Cotton Options

Many Goodfellow T-shirts feature 100% cotton construction, providing that classic, breathable feel that many men prefer. The cotton used tends to be of a higher grade than what you might find in other budget T-shirts, resulting in a softer hand feel right out of the package.

Cotton Blends

For added stretch and durability, some styles incorporate cotton blends, typically mixed with polyester or a small percentage of spandex. These blends offer increased flexibility and often hold their shape better after multiple washes.

Premium Fabrics

For those seeking an elevated experience, Goodfellow offers select T-shirts in premium fabrics like slub cotton (which has a textured, slightly irregular surface) and pima cotton (known for its exceptional softness and luster).

One particularly popular material in their lineup is their tri-blend fabric—a mixture of cotton, polyester, and rayon that creates an incredibly soft texture with excellent drape. These shirts have a slightly vintage feel and tend to be among the most comfortable in the collection.

It’s worth noting that while Goodfellow doesn’t heavily promote sustainable or organic materials as a primary selling point, they have been gradually introducing more environmentally conscious options into their lineup, reflecting Target’s broader sustainability initiatives.

Styles and Variety: Something for Everyone

One of Goodfellow’s greatest strengths is the sheer variety of T-shirt styles available. Whether you’re looking for a basic undershirt or a fashion-forward statement piece, the brand likely has something to suit your needs:

Crewneck T-Shirts

The classic crew remains the brand’s bestseller. With its traditional round neckline, it offers versatility for virtually any casual occasion. Goodfellow’s standard crewneck hits the sweet spot in terms of fit—neither too tight nor too loose for most body types.

V-Neck T-Shirts

For those who prefer a more elongating neckline or plan to wear their T-shirts under button-ups, the V-neck options provide a clean, modern alternative to the crew. The V-depth is thoughtfully designed—not so deep as to appear trendy or revealing, but pronounced enough to distinguish it from a traditional crew.

Pocket T-Shirts

Adding a touch of visual interest and practical utility, the pocket tee variants have become increasingly popular. The chest pocket is proportioned appropriately—large enough to be functional but sized to maintain a balanced appearance.

Henley T-Shirts

These partial-button front T-shirts offer a more distinctive look that bridges the gap between a standard tee and a more formal shirt. Goodfellow’s henleys typically feature 3-4 buttons and come in both short and long-sleeve variations.

Performance T-Shirts

For active lifestyles, Goodfellow offers performance tees with moisture-wicking capabilities, often made with specialized blends designed to keep you cool and dry during physical activity.

Long-Sleeve Options

Nearly all of the above styles are available in long-sleeve versions as well, perfect for cooler weather or layering.

Size Range and Fit: Inclusivity in Action

In keeping with Target’s broader push toward size inclusivity, Goodfellow T-shirts are available in an impressive range of sizes, from Small to 5XL in many styles. This commitment to accommodating different body types reflects an understanding that quality basics should be accessible to all men, regardless of size.

As for the fit itself, Goodfellow offers three main silhouettes:

Standard Fit

The most versatile option, offering a comfortable fit that’s neither too loose nor too tight. It follows the body’s natural shape without clinging.

Slim Fit

For those who prefer a more contemporary, tailored appearance, the slim fit options provide a closer cut without venturing into “tight” territory.

Big & Tall Specific Designs

Rather than simply sizing up their standard patterns, Goodfellow creates specific designs for their Big & Tall range, with proportions adjusted to ensure a flattering fit.

On the question of whether Goodfellow T-shirts are true to size, the consensus among reviewers and regular wearers is generally positive. Most report that the sizing is consistent with American sizing standards, though some note that the slim fit options can run slightly smaller than expected.

The Color Spectrum: Beyond Basic Black and White

While most men’s basics brands stick to a limited palette of safe colors, Goodfellow embraces a wider spectrum of options. Beyond the expected white, black, gray, and navy blue staples, the brand regularly rotates in seasonal colors and on-trend hues.

In any given season, you might find earthy tones like olive green, burnt orange, and burgundy alongside brighter options like teal, mustard yellow, or brick red. The color selection strikes a balance between timeless versatility and contemporary appeal, allowing men to express personality through their basics without venturing into territory that will look dated in a year.

Color consistency between batches is generally good—an important consideration when repurchasing favorites. The dyes hold up reasonably well through multiple washes, though like most cotton garments, some gradual fading is to be expected over time.

Durability and Longevity: The True Test of Value

A T-shirt’s initial appearance and feel can be deceiving—the true measure of its quality emerges after multiple wash-and-wear cycles. This is an area where Goodfellow T-shirts particularly shine compared to other options in their price range.

User reviews consistently highlight the durability of these shirts, with many reporting that their Goodfellow tees maintain their shape and appearance even after dozens of washes. Common issues that plague cheaper T-shirts—such as collar stretching, hem unraveling, or excessive shrinkage—are notably less prevalent.

Speaking of shrinkage, while Goodfellow doesn’t explicitly market their T-shirts as pre-shrunk, most users report minimal shrinkage when following the care instructions (typically washing in cold water and tumble drying on low heat). This consistent sizing across the lifespan of the garment adds to the overall value proposition.

Another durability factor worth noting is the quality of the stitching, particularly at stress points like shoulder seams and hems. Goodfellow T-shirts feature reinforced stitching in these areas, reducing the likelihood of tears or unraveling that often occur in lower-quality alternatives.

Comfort Considerations

Comfort in a T-shirt comes from more than just the fabric—it’s about thoughtful design elements that enhance wearability. Goodfellow has incorporated several features aimed at maximizing comfort:

Tagless Design

Most Goodfellow T-shirts feature printed labels rather than traditional tags, eliminating the irritation that can come from scratchy tag materials.

Lay-Flat Collars

The collar construction is designed to maintain its shape without curling or becoming misshapen over time—a common issue with lower-quality tees.

Strategic Seam Placement

Seams are positioned to minimize chafing during movement, with many styles featuring seamless sides for added comfort.

Pre-Washing

Many Goodfellow tees undergo a pre-washing process that gives them a broken-in feel right from the start, eliminating the stiffness sometimes associated with new T-shirts.

These details might seem minor individually, but collectively they create a wearing experience that feels premium despite the budget-friendly price point.

Price Point: Exceptional Value Proposition

Which brings us to perhaps the most compelling aspect of Goodfellow T-shirts: their price. Standard tees typically range from $8-12 for basic styles, with premium fabric options or special designs occasionally reaching up to $15-18. Multipacks offer even greater value, with 3-packs of basic tees often available for around $20-25.

This pricing places Goodfellow T-shirts in a sweet spot within the market. They’re more affordable than mall brands like Gap or Banana Republic while offering comparable (and sometimes superior) quality. Compared to budget basics from retailers like Old Navy or H&M, Goodfellow tees typically provide better durability and more refined details for just a few dollars more.

The real value becomes evident over time. A well-maintained Goodfellow T-shirt can easily last through several seasons of regular wear, making the cost-per-wear significantly lower than that of cheaper alternatives that might need replacement after just a few months.

During Target’s frequent sales and promotions, these already reasonable prices can drop even further. The retailer typically includes Goodfellow items in their seasonal sales events, and RedCard holders receive an additional 5% discount on purchases. Clearance deals can bring prices down to as low as $5-6 per shirt for seasonal colors being phased out.

Availability and Shopping Experience

Goodfellow & Co. is exclusively available through Target, but that doesn’t mean options are limited. The brand can be found in virtually all of Target’s 1,900+ physical stores across the United States, though selection varies by location. Larger Target stores typically feature more comprehensive Goodfellow displays, often with dedicated sections showcasing the season’s collection.

For those who prefer online shopping, Target.com offers the full range of Goodfellow products, including exclusive online-only colors and styles not found in stores. The website frequently features more size options as well, particularly at the ends of the spectrum (Small and 3XL+).

Target’s omnichannel approach also enables convenient shopping experiences like buy-online-pickup-in-store and same-day delivery through services like Shipt, making Goodfellow T-shirts readily accessible regardless of shopping preference.

Multipacks: Bulk Value

For those looking to stock up on basics, Goodfellow offers several multipack options. These typically come in 3-packs or 5-packs and feature the most popular styles in classic colors. Common configurations include:

• White/Black/Gray 3-packs of crew or V-neck
• Neutral assortments (navy, white, black, gray) in 5-packs
• Seasonal color groupings in 3-packs

The multipack options generally deliver even better value, with per-shirt costs sometimes dipping below $7 when purchased this way. These packs are especially popular for those using Goodfellow tees as undershirts or workout wear.

Styling Versatility: Beyond Basic Function

While T-shirts are often considered pure basics, Goodfellow designs theirs with enough refinement to stand on their own as style pieces. Here are some ways these T-shirts can function within a modern wardrobe:

Standalone Casual Wear

The standard crew or V-neck in solid colors works perfectly with jeans or chinos for a clean, minimalist casual look. The quality fabric and good fit elevate this simple combination beyond basic.

Layering Piece

Under an open button-up, flannel, or light jacket, Goodfellow tees provide a comfortable base layer that doesn’t add bulk or discomfort.

Athleisure Foundation

Paired with joggers or athletic shorts, these T-shirts transition seamlessly to gym or weekend lounging contexts.

Undershirt Duty

The smooth profile and range of necklines make these shirts ideal for wearing under dress shirts or other formal wear.

The versatility extends to styling with other Goodfellow pieces as well, creating opportunities for cohesive looks within an affordable price range.

Customer Reviews and Reputation

A product can make all the promises in the world, but what matters is real-world performance. Goodfellow T-shirts have amassed thousands of reviews across Target’s platforms, and the feedback is overwhelmingly positive. As of this writing, most styles maintain average ratings between 4.3 and 4.7 out of 5 stars.

Common praise points in reviews include:

• Surprising softness for the price point
• Consistent sizing across different purchases
• Durability through multiple wash cycles
• Quality comparable to much more expensive brands
• Versatility for different body types

The most frequent criticisms tend to center around:

• Occasional inconsistency in sizing between different styles
• Limited availability of certain colors in physical stores
• Some users finding the standard fit too loose or slim fit too tight

What’s particularly noteworthy is the number of reviewers who mention switching to Goodfellow from more expensive brands after discovering the quality-to-price ratio. Many describe themselves as repeat purchasers who have built substantial portions of their wardrobes around these reliable basics.

How Goodfellow Compares to Competitors

To truly understand Goodfellow’s position in the market, it’s worth comparing these T-shirts to some key competitors:

Vs. Department Store Brands (e.g., Alfani, Club Room)

Goodfellow T-shirts typically offer comparable quality at significantly lower prices, often 30-50% less expensive.

Vs. Mall Brands (Gap, Banana Republic, J.Crew)

The quality gap is much smaller than the price gap would suggest. While these brands might offer slightly more refined details or premium materials, they’re generally 2-3 times the price of Goodfellow.

Vs. Budget Fast Fashion (H&M, Old Navy)

Goodfellow typically provides noticeably better durability and fabric quality for just a small premium over these ultra-budget options.

Vs. Other Big Box Store Brands (Amazon Essentials, Walmart’s George)

Goodfellow generally offers superior fit and fabric quality compared to these direct competitors, though sometimes at a slightly higher price point.

This competitive positioning helps explain why Goodfellow has developed such a loyal following—it occupies a unique space in the market where quality meets accessibility in a way few other brands have managed to achieve.

Practical Care Tips for Maximizing Longevity

To get the most value from your Goodfellow T-shirts, following these care recommendations can substantially extend their lifespan:

1. Wash in cold water to preserve color saturation and prevent shrinkage
2. Turn inside-out before washing to reduce surface abrasion
3. Use gentle cycle settings, especially for the darker colors
4. Avoid high-heat drying—either hang dry or use low heat settings
5. Fold rather than hang for storage to prevent neck stretching
6. Consider using color-catching sheets when washing new colored shirts for the first time

With proper care, many users report getting 2+ years of regular wear from their Goodfellow tees before noticeable deterioration occurs—an impressive lifespan for T-shirts in this price range.

The Verdict: Are Goodfellow T-Shirts Worth It?

After examining every aspect of these T-shirts—from materials and construction to pricing and longevity—the conclusion is clear: Goodfellow T-shirts represent one of the best values in men’s basics available today.

They successfully bridge the gap between ultra-cheap options that wear out quickly and premium-priced alternatives that deliver marginally better quality at substantially higher costs. For most men, they hit the sweet spot of quality, affordability, and style.

The brand has created something increasingly rare in today’s polarized retail landscape: basics that don’t feel basic. By paying attention to the details that matter while eliminating unnecessary costs, Goodfellow has delivered T-shirts that deserve a place in any man’s wardrobe, regardless of budget constraints.

Whether you’re building a wardrobe from scratch, replacing worn-out favorites, or simply looking to maximize value without sacrificing quality, Goodfellow T-shirts merit serious consideration. In a world where basics often feel like an afterthought, these T-shirts stand as proof that affordable doesn’t have to mean disposable.

Final Thoughts: The Future of Affordable Quality

As consumer preferences continue to evolve toward more thoughtful purchasing decisions, brands like Goodfellow represent an important direction for retail. By focusing on creating legitimate quality at accessible price points rather than merely chasing the lowest possible costs, Target has created a model that hopefully more retailers will follow.

Goodfellow T-shirts have revolutionized the affordable fashion market by delivering premium quality basics at prices that won’t break the bank—and in doing so, they’ve raised the bar for what customers should expect from everyday essentials. In a landscape where terms like “value” and “affordable luxury” are often more marketing than reality, these T-shirts deliver on their promises in tangible, wearable ways.

For men who appreciate quality but maintain practical budgets, Goodfellow T-shirts aren’t just a good option—they’re often the best option, combining the accessibility of mass retail with a level of thoughtful design and quality construction that was once reserved for much higher price points. That’s an achievement worth celebrating—and wearing—every day.