Here’s a shirt and the company says you can wear it 100 days without washing it.
Who even knows. The creators of Wool&Prince are claiming that you can wear their wool button-down shirts for days on end without them wrinkling, smelling or showing any dirt. Frankly, that sounds ridiculous, but maybe?
Testers recruited by Wool&Prince all unsurprisingly claim that no matter what they do, the shirts look fresh from the dry cleaner all the time. A video also shows Wool&Prince founder “Mac” wearing the shirt for 100 days and talking to what may or may not be random people on the street, who all respond favorably to the button-down. The material for the shirts is woven out of fine wool thread and there’s a lot of “Wool Science” about temperature, wicking, thread dynamics and cotton comparison.