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| Icebreaker✕ Merino outdoor and base-layer clothing; some fabrics blend merino with nylon, lyocell or elastane. | Fog Linen Work✕ Tokyo brand founded by Yumiko Sekine, designing linen clothing and homewares made with Lithuanian linen. | 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. | |
|---|---|---|---|
| Type | Brand | Brand | Brand |
| Location | Auckland, NZ | Tokyo, JP | London, GB |
| Fibers | Merino | Linen | Cotton · Linen · Cashmere · Silk |
| Makes | Base layers, Tops & tees, Underwear, Socks, Outerwear | Dresses, Tops & tees, Accessories | Shirts, Sleepwear, Underwear, Accessories |
| Services | — | — | — |
| Entry price | $$ · Base layer top $89.45 | $$ · Basic dress $143 | $$$$ · Button-up shirt $384 |
| Min. order | Not stated | Not stated | Not stated |
| Certified | ZQ Merino | None listed | None listed |
| Natural | Not 100%. Some blends | Not 100%. Some blends | Not 100%. Some blends |
| Founded | — | — | 1989 |