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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. | Hiut Denim Co.✕ Family-owned jeans maker with its own factory in Cardigan, Wales, using Japanese selvedge and GOTS organic cotton denim, with free repairs for life. | Darn Tough✕ Merino wool socks (blended with nylon for durability) made in Northfield, Vermont, with a lifetime guarantee. | |
|---|---|---|---|---|
| Type | Brand | Brand | Brand | Brand |
| Location | Auckland, NZ | London, GB | Cardigan, GB | Northfield, Vermont, US |
| Fibers | Merino | Cotton · Linen · Cashmere · Silk | Cotton · Organic cotton | Merino |
| Makes | Base layers, Tops & tees, Underwear, Socks, Outerwear | Shirts, Sleepwear, Underwear, Accessories | Pants & skirts | Socks |
| Services | — | — | — | — |
| Entry price | $$ · Base layer top $89.45 | $$$$ · Button-up shirt $384 | $$$$ · Pants or jeans $324 | $$ · Pair of socks $24.00 |
| 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 | 2011 | 2004 |