We know it can be confusing. Same T-Shirt, different price depending on where you are. But we promise it’s not a trick.

At ISTO., we’ve always been committed to transparency. That includes pricing. So here it is:

Our warehouse and HQ are in Lisbon. Sending a T-Shirt to a store in Portugal is a short and relatively inexpensive trip. Getting that same T-Shirt to Berlin? A whole different story. Transport, rent, and salaries are 35% higher than in Lisbon.

The UK and US have their own set of challenges too. We are proud users of DDP (Delivery Duty Paid), which means we cover all taxes and import duties so customers don’t get hit with unexpected costs. Shipping costs are also 6 to 10 times more expensive than domestic shipments.

Then there’s everything else: cost of returns (also higher internationally), varying income levels and purchasing power across countries. For context, Germany has a returns & exchanges rate of 23.8%. In Portugal, 8.1%. It all adds up.

Because we’d rather invest in better fabrics, factories, people, and an outstanding customer experience (with all its flaws), our average profit margin last year was 4.5% — far below the industry’s 15–20% standard.

So yes, prices vary. But not because we’re trying to be clever. It’s simply what it takes to offer the same level of quality, fairness, and service — everywhere. We’ll continue to absorb as many costs as we can and never charge taxes or duties on your end.

You can always select your country on our website to view the correct local pricing. No surprises.

Thanks for sticking around.

With love,
ISTO. Team