I heard a mention on NPR this morning about a new company called Wool & Prince, claiming that their shirts can be worn for 100 days without laundering. My coffee rush kicked into high gear as I quickly googled my fellow wool enthusiasts.
This company is so awesome, like really really awesome. Of course I think they are super brilliant because of their lust for wooly goods, but their marketing, design & brand story is so spot on I can hardly stand it. Instantly, I sent my hubs over to their Kickstarter page to pledge $98 for a button down. You need to get on this too!!As you may know, I worked for a well known luxury department store managing the Men's division. I LOVE men's fashion & for $98 this is probably the best deal of all time; in fact I think these shirts should be selling for $198, not $98! The styling, prints & tailoring are exceptional. The blue gingham check channels Brunello Cucinelli (who fetches nearly $600/shirt for cotton) and the orange/blue channels something of an Etro print (where price points are about $400++). I would have not let anyone leave my store without buying one of these shirts.
If you want to know who is going to revolutionize the men's fashion industry, look no further than Wool & Prince. I've got one complaint: they should be made in USA!! Come on guys, that would totally take your coolness into the stratosphere.
In case you haven't been won over yet by the benefits of wool...then check it straight from Wool & Prince...
Laboratory tests have shown that wool fibers resist tearing and can bend back on themselves more than 20,000 times without breaking. Cotton breaks after 3,200 bends. (Lackman).
"Wool is the most resilient fiber to wrinkles, because it has a natural crimp that helps it keep its shape. Wool fibers can be stretched and still bounce back to their original shape." (Lackman).
Sweat itself has no odor, and if it remains on the skin bacteria develop and create unpleasant body odors. Wool reduces the opportunity for odors to generate, because it is more efficient than other textiles at absorbing sweat and evaporating it into the air. (Adams).
"Hospital studies have shown that bacterial colonies are common in cotton sheets, while not present on wool blankets subjected to the same environmental conditions. Unlike synthetic fibers, wool does not retain odors and will freshen just from airing out." (Aebi-Magee).
Wool is a natural insulator to keep you warm in winter and naturally breathable to keep you cool in summer. Studies conducted at both the Polytechnic Institute of Wales and the Hohenstein Institute in Germany have shown that "sleeping with untreated natural wool actually slows the heart rate and helps regulate body temperature, making for a more comfortable, more refreshing sleep."