VANCOUVER, British Columbia - TelAve -- When most people think of luxury, they picture watches, cars, or designer handbags. In Vancouver, one new label has decided to rewrite that list — by putting a five-figure price tag on a T-shirt.

The brand is TUSEN, a minimalist, high-end clothing project that treats its pieces more like collectibles than fashion. Each shirt carries a serial number, a certificate of authenticity, and a level of scarcity that would make even the rarest sneakers blush. Tusen is a Scandinavian word meaning thousand, because that's all they deal with, thousands. "Our customers don't think in dollars and cents, neither do we"

The lineup is divided into three tiers: the 1K, 5K, and 10K shirts — priced exactly as their names suggest. The 1K is the entry point, available in unlimited quantities for those who want luxury and every day wear. The 5K line, however, is capped at 500 shirts per year worldwide, while the 10K is limited to just 250 pieces a year. And as of now, according to the brand, only ten of the 10K editions remain available for 2025.

In an era where the internet rewards absurdity and exclusivity in equal measure, TUSEN's strategy might be the perfect collision of both. The brand's visuals are clean, dark, and cinematic — shirts displayed like museum pieces, their serial numbers engraved like art editions. There's no hype language, no discounts, no influencer codes. The tone is pure quiet confidence: "For those who can."

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Critics have already labeled it satire, performance art, or a social experiment, like leaving the price tag on a piece of clothing for everyone to see. The founder seems unbothered. "People spend a million dollars on a car to go 60 km/h in traffic," he says. "These people don't shop at clearance racks, so why shouldn't a T-shirt represent the same idea — that you can?"

Each TUSEN 5K and 10K piece is made in Vancouver, crafted with a local manufacturer who produce on demand. There's no warehouse full of stock — every order is individually made, numbered, and registered. Buyers receive a certificate stamped with their serial number, effectively making each shirt a limited collectible.

For now, TUSEN operates in rare air. Its customers include luxury car owners, crypto investors, and a handful of young entrepreneurs who prefer their statements loud and literal. Whether the brand becomes a fleeting headline or a new category of flex culture remains to be seen — but it's already proving one thing: sometimes, price itself is the art form.

tusenclothing.com