Good Measure

Summing Up Good Measure

Good Measure is a Manchester-born label with one stated ambition: build the best heavyweight cotton sweatshirts, hoodies and T-shirts in the world, and manufacture them entirely in England. The brand draws its identity directly from the north west of England's history as the centre of the British cotton trade, a region once known as Cottonopolis, where the infrastructure to spin, weave and knit premium cotton at a domestic level still survives in a handful of heritage mills. Every Good Measure garment is knitted to brand specification at one of these mills in small, controlled batches, then taken to a partner factory in the same region to be hand-assembled. The result is a range with the fabric density, construction rigour and longevity more commonly associated with the best Japanese cotton goods, produced entirely on home soil. Good Measure operates outside traditional seasonal release cycles, producing on demand and releasing colourway updates to stable silhouettes. Urban Industry is one of the UK's leading authorised stockists of the full Good Measure range.

How Does Good Measure Stack Up

480gsm loopback cotton jersey (M-21 Crew / M-20 Hoodie): The sweatshirt fabric is custom-knitted in small runs to a 480gsm specification, materially denser than most premium competitors, which tend to clock in at 300–380gsm. The loopback construction gives a smooth face on the outside and a soft, unbrushed loop interior, trapping warmth without the pilled texture of brushed fleece. The cross-grain weave and dry handle produce a structured drape that relaxes beautifully with wear and washing, developing the kind of character that synthetic blends cannot replicate.
Reverse weave construction and reinforced stress points: Both the M-21 Crew Sweatshirt and M-20 Hooded Sweatshirt use a reverse weave build, with the grain running horizontally to counteract vertical shrinkage and preserve garment length over the lifespan of the piece. Double-thickness ribbed side inserts provide structural strength at the torso and ease of movement. Bar-tacked seam ends, reinforced shoulder stress points, and cover-stitched seams throughout address the construction failures most common in cheaper garments after 50 or more washes.
Heritage construction detailing (M-21 Crew): The ribbed V-gusset at the neck is a direct reference to American varsity and workwear construction, reducing stress on the collar during dress and undress to preserve neck rib shape across years of heavy use. The back neck crescent, a small internal finish at the nape, improves on-body comfort and is the kind of detail that distinguishes a garment made by people who understand cotton construction from one that merely uses the right vocabulary.
220gsm single jersey cotton (M-4 T-Shirt): The M-4 is built from a dense 220gsm single jersey cotton knit, giving it real substance and a clean, dry handle that sits well above standard basic T-shirt territory. Small colour flecks in the finished fabric are intentional, produced by the traditional loop knitting process at the mill and giving each piece a subtle, low-key individuality without the need for print or embroidery.

The Urban Industry Take on Good Measure

Good Measure's construction is unusually well-suited to British conditions. The 480gsm fabric in the M-21 Crew Sweatshirt and M-20 Hooded Sweatshirt holds body heat effectively in the kind of mild, damp, wind-affected conditions that define UK autumn and early spring, performing as a genuine primary layer at temperatures down to around 8–10 degrees Celsius. These are pieces to reach for when a lightweight fleece would feel inadequate and a technical insulated jacket would be excessive: they occupy the gap between casual top and proper outerwear in a way that few garments manage. For layering strategies using heavyweight cotton as a foundation, our Autumn Layering guide covers UK-specific combinations in detail.

Sizing guidance. The core colourways of the M-21 and M-20 (black, marl grey, ecru, Danish blue) run true to UK size with a classic American vintage cut: slightly boxy through the body, with a comfortable shoulder drop and ribbed cuffs and hem that sit cleanly without riding. Most customers wear their usual size. The seasonal hand-dyed variants (Theresa Green, Mellow Yellow) run approximately one size smaller due to the dyeing process, so size up by one on those colourways. The M-4 T-shirt runs true to size with a regular, clean fit that works as a standalone piece in warmer months and layers easily under either sweatshirt when the temperature drops. As a baseline build, an M-4 under an M-21 or M-20 covers the majority of the British year from March through to November.

The core colourways pair cleanly with heavier-duty bottoms: canvas or twill work trousers, selvedge denim, or chore cuts from the brands we stock alongside Good Measure in our Made in the UK range. The hand-dyed seasonal colourways carry enough presence to work as the focal point of a more considered build. All UK orders dispatch on a next working day service, with free delivery over our standard threshold and same-day dispatch for orders placed before 4pm Monday to Friday.

Frequently asked questions about Good Measure

Where can I buy Good Measure in the UK?

Good Measure is sold in the UK through a small selection of carefully curated independent retailers, and Urban Industry is one of the leading stockists. We carry the current Good Measure range including the M-21 Heavyweight Crew Neck Sweatshirt, M-20 Heavyweight Hooded Sweatshirt, M-4 T-Shirt and M-5 Long Sleeve T-Shirt. Based in Eastbourne and trading since 2002, our team is happy to advise on the M number system, fabric weight and fit before you order. We are rated Excellent on Trustpilot and ship Good Measure globally with next working day UK delivery.

Is Urban Industry a reliable place to buy Good Measure?

Yes. Urban Industry is an authorised UK Good Measure retailer trading since 2002, sourcing every piece directly from the brand. Our Trustpilot rating sits at Excellent with thousands of UK and international reviews, and we offer real human advice on fit and fabric weight before you order. We curate Good Measure alongside other premium heritage and contemporary cotton brands including Universal Works, Folk, Beams Plus, Norse Projects and Carhartt WIP, with fast UK dispatch and proper after sales care on every order.

Does Urban Industry ship Good Measure internationally?

Yes, we ship Good Measure worldwide from Eastbourne on the South Coast of England. UK orders dispatch on a next working day service with free delivery over our standard threshold. International orders go via tracked services to Europe, North America, Asia and Australasia, calculated at checkout. Because Good Measure is produced on demand in small UK batches, customers outside the UK regularly choose Urban Industry to access the brand in good size availability rather than waiting for limited international restocks. All international shipments are insured and tracked end to end.

What is Urban Industry's returns policy on Good Measure?

Good Measure pieces are covered by our standard 18 day returns policy. If the item is unworn, in original condition and returned with its tags and packaging, you can send it back for a full refund or exchange. UK returns are arranged through our online portal. International returns are accepted at the customer's cost. For sizing queries before you buy, our team is happy to advise based on your measurements and intended fit, as Good Measure uses a classic American vintage sweatshirt cut that wears slightly boxy. Faulty items are handled directly by Urban Industry.

Who is Good Measure and what is the brand's heritage?

Good Measure is a British clothing label built around heavyweight cotton sweatshirts, hoodies and T-shirts produced in small runs in the north west of England. The brand pays homage to the region's heritage as a historical cotton industry hub, with a refusal to compromise on materials, construction or place of manufacture. Their first piece, the M-21 Heavyweight Crew Neck Sweatshirt, was inspired by American vintage sweats and remains the brand's signature. Good Measure produces on demand from its own mill and factory, breaking away from traditional seasonal release cycles in favour of considered, durable pieces designed to be worn for years.

What does Good Measure's M number system mean (M-4, M-5, M-20, M-21)?

Good Measure uses a military style M number system for each piece in the core range. M-21 is the heavyweight crew neck sweatshirt, M-20 is the heavyweight hooded sweatshirt, M-5 is the heavyweight long sleeve T-shirt and M-4 is the heavyweight T-shirt. The numbering reflects the brand's archival, considered approach to product design, treating each silhouette as a fixed reference rather than a seasonal release. New colourways and dyed variants are added each year, but the underlying M numbered silhouettes remain stable, which makes the range easy to build into.

Are Good Measure clothes made in the UK?

Yes. Every Good Measure piece is made in England, almost exclusively in the north west region with its long history of cotton spinning, weaving and knitting expertise. Fabrics are custom knitted in small batches at the brand's own mill, and garments are constructed at a partner factory in the same region. This domestic production model gives Good Measure complete control over fabric specification, weave construction and finishing quality, and it supports UK manufacturing jobs at a time when most clothing production has moved abroad. Each garment carries a Made in England label as confirmation of origin.

How does Good Measure approach sustainability?

Good Measure approaches sustainability through restraint rather than marketing. The brand produces on demand in small UK batches, which means almost no overproduction, no excess inventory and no seasonal markdown waste. Limited run knitting also reduces water, energy and chemical use compared to mass production cycles. Pieces are built from heavyweight cotton specifically chosen for longevity, designed to be worn and washed for years rather than replaced each season. Limited edition upcycling collaborations, including the Greater Goods partnership on the Lake T-shirt and Garden Nalgene bottle, also extend the brand's commitment to considered consumption.

What is the Good Measure M-21 Heavyweight Crew Neck Sweatshirt?

The M-21 Heavyweight Crew Neck Sweatshirt is Good Measure's flagship piece and the silhouette that launched the brand. It is made in England from 480gsm reverse weave loopback cotton jersey, custom knitted in small batches and constructed with classic American vintage sweatshirt detailing. The 480gsm fabric is significantly heavier than most premium sweatshirts on the market, giving the M-21 real substance and a structured drape that softens beautifully with wear. Available in core colourways including marl grey, black, Danish blue and ecru, with seasonal dyed colourways added each year.

What is the Good Measure M-20 Heavyweight Hooded Sweatshirt?

The M-20 Heavyweight Hooded Sweatshirt is the hooded version of the brand's signature heavyweight silhouette. Made in England from heavyweight loopback cotton jersey, typically 460gsm to 480gsm depending on the production run, with a classic American vintage hoodie cut, kangaroo pocket and ribbed cuffs and hem. The fabric is custom knitted in small batches in the north west of England and softens beautifully with wear while holding shape over years of use. Available in core colourways including marl grey, black, Danish blue and ecru, alongside seasonal hand dyed colourways such as Theresa Green and Mellow Yellow.

What is the difference between the Good Measure M-4 T-Shirt and the M-5 Long Sleeve T-Shirt?

The M-4 is Good Measure's heavyweight T-shirt, built from a dense 220gsm cotton jersey that wears with substantial weight and structure compared to a standard T-shirt. The M-5 is the heavyweight long sleeve T-shirt, made from a heavyweight 100% cotton piqué for added texture, warmth and breathability. Both share the brand's classic American vintage cut and Made in England construction. Choose the M-4 as a year round everyday T-shirt, and the M-5 as a piqué long sleeve that works equally well as a base layer in winter or a standalone top in transitional seasons. Hand dyed variants are released seasonally.

How do Good Measure pieces fit?

Good Measure pieces fit true to UK size with a classic American vintage cut that sits between fitted and oversized. Sweatshirts and hoodies have a comfortable shoulder drop, a slightly boxy body and ribbed cuffs and hem that hold their position rather than riding up. T-shirts are cut clean with a regular fit through the body and a slightly cropped sleeve. Most customers find their usual UK size works well. If you prefer a slightly oversized fit, sizing up by one is sensible. Our team is happy to confirm specific measurements before you order.

How should I care for my Good Measure garments?

Good Measure pieces are built from heavyweight cotton that benefits from gentle washing. Always follow the inner care label first. As a general guide, wash inside out in cool water at 30 degrees with a non bio liquid detergent, and avoid fabric softener which can dull the loopback texture. Hang dry to preserve the cotton structure and shape, or use a low tumble setting if the label allows, but expect some shrinkage with tumble drying. Hand dyed pieces may bleed slightly on first wash, which is part of the lived in finish, so wash separately the first one or two cycles.

How does Good Measure compare to other heritage cotton brands?

Good Measure occupies a distinct space in heritage cotton menswear. Beams Plus brings obsessive Japanese fabric sourcing and Ivy League reference at a higher price point. Universal Works leans into British workwear heritage with utility detailing. Folk brings considered British design with exclusive fabrics and quiet styling. Good Measure is the strongest pick when you want genuine Made in England construction at heavyweight cotton fabric weights that rival the very best Japanese sweats, produced on demand from a single UK mill. It is the most direct expression of British cotton heritage we currently stock.