Interview with Brian Lim, CEO of INTO THE AM
We recently sat down with Brian Lim, CEO of INTO THE AM. INTO THE AM is the highest-rated men's basic tee brand online, with over five million sold and 48,000+ reviews on their Basic Tee alone. At TruSkin, we spend a lot of time thinking about what it takes to help people look and feel their best, and we know great skin is only part of the picture. What you wear matters too. Brian has spent more than a decade building a brand men come back to, and we wanted to understand how.
Q: What problem were you seeing in men's apparel when you started building INTO THE AM?
A: The market was polarized. On one end, you had fast fashion, tees that cost $8 and looked like it after three washes. On the other end, you had brands charging $60 for a plain crew neck and calling it premium. Neither felt right. Guys wanted something that actually held up, fit well, and didn't feel like a gamble every time they ordered. That was the gap. We built the Basic Tee to sit right in the middle: real quality, fair price, and a fit that works for real guys.
Q: The Basic Tee has over 48,000 reviews and is one of the highest-rated men's tees on Amazon. What does it actually take to earn that kind of trust at scale?
A: Consistency, mostly. Reviews at that scale don't come from clever marketing; they come from a product that does exactly what it's supposed to do, repeatedly. We obsessed over the fabric blend, the fit, the way it holds its shape wash after wash. We landed on a 60/40 cotton-poly blend made with US-grown cotton, and we've held that spec. When the product is right, the reviews follow. Guys who find a tee that works tell other guys. That compounding trust is what the brand is built on.
Q: TruSkin's audience cares a lot about showing up confident, whether that's their complexion or their overall look. Do you see a shared philosophy between skincare and apparel?
A: Absolutely. The guys who are serious about skincare are usually serious about the rest of their routine too. They're not looking to overcomplicate things; they want products they can count on, that look good, and that don't require much maintenance. That's exactly the INTO THE AM customer. He's not chasing trends. He's building a wardrobe that works, just as he's building a skincare routine that works. Both start with finding the right products and sticking with them.
Q: What does a wardrobe that actually works look like for most guys?
A: It's simpler than people think. A few tees that fit well and hold their color. Bottoms that go with everything. Nothing that requires overthinking in the morning. The biggest mistakes guys make are either ignoring the basics entirely, buying whatever's cheap and wondering why nothing looks right, or overcomplicating with a closet full of stuff they never reach for. A great tee is the foundation. It layers, it goes with everything, and when the fit is right, it just works. We've had customers buy their first Basic Tee and then come back for nine more in different colors because they finally found what they were looking for.
Q: What would you tell a guy who wants to clean up his look but doesn't know where to start?
A: Start with what you wear closest to your body. Most guys skip the basics and go straight for jackets and accessories, but the tee underneath is doing a lot of the work. If it's baggy in the wrong places or the collar's already warping, nothing you layer on top will fix it. Get the fit right first. Build from there. That's pretty solid advice for any routine, whether you're putting together a wardrobe or a skincare regimen.
INTO THE AM is a men's apparel brand producing high-quality, comfortable clothing at accessible prices since 2012. The Basic Tee leads the lineup: a soft cotton-poly blend with US-grown cotton, a modern fit, and sizes from S to 4XL, plus Tall. Shop the collection at intotheam.com.
