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| Icebreaker✕ Merino outdoor and base-layer clothing; some fabrics blend merino with nylon, lyocell or elastane. | Emma Willis✕ Jermyn Street shirtmaker making luxury men's shirts by hand in its Gloucester workshop from Swiss and Sea Island cottons, plus linen, cashmere and silk pieces. | Buck Mason✕ American basics label known for Pima tees in US-grown Supima cotton, plus slub and hemp tees; some styles knit and sewn at its own Pennsylvania mill. | Devold of Norway✕ Historic Norwegian wool brand making merino wool base layers, underwear, sweaters, jackets, pants, socks and accessories for outdoor and everyday wear. | |
|---|---|---|---|---|
| Type | Brand | Brand | Brand | Brand |
| Location | Auckland, NZ | London, GB | United States | Langevåg, NO |
| Fibers | Merino | Cotton · Linen · Cashmere · Silk | Cotton · Hemp | Wool · Merino |
| Makes | Base layers, Tops & tees, Underwear, Socks, Outerwear | Shirts, Sleepwear, Underwear, Accessories | Tops & tees, Shirts, Pants & skirts | Base layers, Underwear, Tops & tees, Knitwear, Outerwear, Pants & skirts, Socks, Accessories |
| Services | — | — | — | — |
| Entry price | $$ · Base layer top $89.45 | $$$$ · Button-up shirt $384 | $$ · Basic tee $48.00 | $$$ · Base layer top $104 |
| Min. order | Not stated | Not stated | Not stated | Not stated |
| Certified | ZQ Merino | None listed | None listed | None listed |
| Natural | Not 100%. Some blends | Not 100%. Some blends | Not 100%. Some blends | Not 100%. Some blends |
| Founded | — | 1989 | 2013 | 1853 |