There's a tremendous amount of electrical activity in a human brain. Even ours, and we didn't exactly go to the finest schools. Once we'd seen a picture of electricity flashing through grey matter, firing synapses and leading to God knows what thoughts, the idea kind of stuck with us. Some of those flashes would become pictures waiting to be painted, words waiting to become a poem. Hell, some of them might even lead, ultimately, to this shirt.
For our White Business shirts, we use the finest cotton we could find (having discarded literally hundreds of samples). It's crease-resistant, and lustrous, and has a slight sheen. Then we added our trademark fit and tailoring excellence.