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| Icebreaker✕ Merino outdoor and base-layer clothing; some fabrics blend merino with nylon, lyocell or elastane. | Gloverall✕ British outerwear brand famous for the duffle coat, making wool-rich duffles, peacoats and overcoats in England, including Harris Tweed styles. | 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. | Colorful Standard✕ Danish label making organic cotton and recycled merino essentials in Portugal, in a wide range of custom colors. | |
|---|---|---|---|---|
| Type | Brand | Brand | Brand | Brand |
| Location | Auckland, NZ | United Kingdom | London, GB | Copenhagen, DK |
| Fibers | Merino | Wool · Cotton | Cotton · Linen · Cashmere · Silk | Organic cotton · Merino |
| Makes | Base layers, Tops & tees, Underwear, Socks, Outerwear | Outerwear, Knitwear | Shirts, Sleepwear, Underwear, Accessories | Tops & tees, Pants & skirts, Knitwear, Accessories |
| Services | — | — | — | — |
| Entry price | $$ · Base layer top $89.45 | $$$ · Jacket $562 | $$$$ · Button-up shirt $384 | $$ · Basic tee $39.21 |
| Min. order | Not stated | Not stated | Not stated | Not stated |
| Certified | ZQ Merino | None listed | None listed | B Corp, OEKO-TEX Standard 100 |
| Natural | Not 100%. Some blends | Not 100%. Some blends | Not 100%. Some blends | Not 100%. Some blends |
| Founded | — | 1951 | 1989 | — |