A better shirt starts with merino wool.
We bring the time-tested benefits of merino wool to everyday clothing. Wool allows us to make garments that you can wear more and wash less. Way less. We started with button-down shirts, and have since extended our line to other everyday pieces such as merino tees and boxer briefs. You'll be doing less laundry thanks to wool's odor resistance, but the benefits don't stop there. It's also wrinkle resistant and climate controlling—just a few of the many reasons why wool is referred to as the original performance material.
Wool reduces the opportunity for odors to generate because it’s more efficient than other fibers at absorbing sweat and evaporating it into the air. Sweat itself doesn't smell, but bacteria on our skin break down sweat and emit an odor. So a shirt that can pull sweat away from your skin and evaporate it into the air has less chance for odor buildup.
Wool is naturally resistant to wrinkles because the fiber has a springy structure which helps it keep shape. Unlike other shirts, the wrinkle resistance of wool is 100% natural, and not a chemical coating that will wear off over time.
On a hot day, wool pulls heat and moisture away from the body, keeping you cool. On a cool day, wool pulls in moisture and actively releases heat, keeping you warm. Wool's efficiency at absorbing and releasing moisture make it comfortable in a wide range of temperatures.
We're in an era of modern wool. Scratchy, next-to-skin wool is a thing of the past. Advancements in breeding merino sheep have produced softer wool than ever before. The average diameter of the wool fibers is listed in microns. We predominantly use 17.5 and 18.5 micron wool, classified as "superfine."
Our customers' firsthand experience with merino wool:
"I've been wearing my blue dress shirt for three weeks straight with no ironing or washing and it still looks fantastic. And it doesn't smell."
"It can go days without washing and still look and smell fresh. It's like having 10 shirts in one."
"Just wore my first shirt for ten days, still looks like it came straight out of a box."
"They really are good-looking and amazingly stink-resistant, so finally...finally...I have found perfect travel shirts."
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Want to really geek out on merino wool?
Here's 2000+ words on our favorite fiber.