Bonobos wears the pants in the family.

• Position: What's New?

Established in 2007, Bonobos, based in NYC's Flatiron District, has grown to be the largest apparel brand in the U.S. launched solely over the Internet. Seeking to resolve the issue of ill-fitting trousers, the company initially offered men's pants only. Applying similar innovations, the line now includes shirts, suits, and other men's apparel.

Whether wearing khakis, cords, or denim, jazz them all up with the Grey Charles ($98). This 100% cotton grey plaid sport shirt will impress your full-visioned friends and color-blind buddies alike. It may not have popping colors, but that just makes it easier to match with everything else in your wardrobe. The plaid patterning provides plenty of personality, like a syncopated beat on a single chord.

The patriot-inspired BenFrank sport shirt ($98) is constructed of lightweight, 100% cotton poplin in white with subtle and tasteful red and blue window pane patterns. Perfect with khakis or Redrum, the BenFrank is extra patriotic under a blue blazer, making the wearer look like 10,000 Benjamins (aka, a million bucks).

The Burton Oxford ($88) offers a standard fit--not boxy, but not too slim. Constructed comfort ably across the shoulders and chest with a slight taper through the waist, the shirt is made of 100% long staple Egyptian cotton, woven and finished in Japan. Sturdy and rugged, yet gets softer and gains character with age, the Burton Oxford gets its name from Richard Burton, famed adventurer, linguist, spy, and diplomat.

During a return to the university from which he was expelled for attending a rogue steeple chase, Burton donned a shirt with a thick basket weave and collar buttoned down from the wind, which soon became a fad among...