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| Icebreaker✕ Merino outdoor and base-layer clothing; some fabrics blend merino with nylon, lyocell or elastane. | Nudie Jeans✕ Swedish denim brand whose jeans have been 100% organic cotton since 2012, with free repairs for life. | Colorful Standard✕ Danish label making organic cotton and recycled merino essentials in Portugal, in a wide range of custom colors. | 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 | Gothenburg, SE | Copenhagen, DK | Langevåg, NO |
| Fibers | Merino | Organic cotton | Organic cotton · Merino | Wool · Merino |
| Makes | Base layers, Tops & tees, Underwear, Socks, Outerwear | Pants & skirts | Tops & tees, Pants & skirts, Knitwear, Accessories | Base layers, Underwear, Tops & tees, Knitwear, Outerwear, Pants & skirts, Socks, Accessories |
| Services | — | — | — | — |
| Entry price | $$ · Base layer top $89.45 | $$$ · Pants or jeans $159 | $$ · Basic tee $39.21 | $$$ · Base layer top $104 |
| Min. order | Not stated | Not stated | Not stated | Not stated |
| Certified | ZQ Merino | Fair Wear | B Corp, OEKO-TEX Standard 100 | None listed |
| Natural | Not 100%. Some blends | Not 100%. Some blends | Not 100%. Some blends | Not 100%. Some blends |
| Founded | — | 2001 | — | 1853 |