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| Icebreaker✕ Merino outdoor and base-layer clothing; some fabrics blend merino with nylon, lyocell or elastane. | LILYSILK✕ Silk-focused fashion brand selling mulberry silk blouses, shirts, sleepwear and accessories, plus cashmere and merino knitwear; has a New York store. | 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. | Drumohr✕ Knitwear house born in Scotland in 1770 and now based in Italy, making sweaters and coats in cashmere, extrafine merino, lambswool and combed cotton. | |
|---|---|---|---|---|
| Type | Brand | Brand | Brand | Brand |
| Location | Auckland, NZ | Nanjing, CN | London, GB | Milan, IT |
| Fibers | Merino | Silk · Cashmere · Merino | Cotton · Linen · Cashmere · Silk | Cashmere · Merino · Wool · Cotton · Alpaca |
| Makes | Base layers, Tops & tees, Underwear, Socks, Outerwear | Tops & tees, Shirts, Knitwear, Sleepwear, Accessories | Shirts, Sleepwear, Underwear, Accessories | Knitwear, Outerwear, Accessories |
| Services | — | — | — | — |
| Entry price | $$ · Base layer top $89.45 | $$$$ · Pajama set $219 | $$$$ · Button-up shirt $384 | $$$ · Crew sweater $320 |
| 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 | — | 2010 | 1989 | 1770 |