Dutch brand Joe Merino has unveiled a classic summer t-shirt in 100% ultrafine Merino wool
The Joe T is a classic summer T-shirt that has been recreated this season with 100% ultrafine Merino wool making it the perfect go-to for summer.
Breathable, soft and luxuriously gentle next to the skin, the Joe T has a natural elasticity due to the ultrafine 16.5 micron Merino wool fibres that bend far more than coarser fibres. The T-shirt is circular knitted from Sudwolle yarns, is machine washable and available in 12 colours.
To showcase the T-shirt, a video has been created to celebrate the history of T-shirts and Joe Merino' re-introduction of the "good old plain T-shirt" with Merino wool fibre as the hero.
The T-shirt began as standard uniform in the US Navy and through the 1950s it became a symbol of rebellion favoured by advocates like James Dean. However, through following decades, the T-shirt declined in status due to its pervasiveness and adornment with merchandising messages. This summer, Joe re-introduces the T-shirt as a full-fledged no-nonsense quality wear - made from 100% Merino wool.
To emphasise the story of Merino wool, not only for the Joe T but the complete Joe Merino collection, Joe Merino instore displays of raw Merino wool and yarns and a ‘virtual reality’ experience of wool-growing on an Australian Merino wool farm feature in store displays.
"Joe Merino produces quality apparel, so it is only fitting that they use a premium fibre, Merino wool," said The Woolmark Company Managing Director, Stuart McCullough.
"Merino wool is also a very versatile and trans-seasonal fibre, which Joe Merino perfectly demonstrates with their new T-shirt which is ideal for summer and complements their famously timeless jumpers."
Hits: 6072 | Leave a comment
About the Author
We are looking for men's suit tailors, fashion designers, managers, fashion consultants who want to share their knowledge and tips in an article or video and contribute to the site! Please email us at firstname.lastname@example.org Don't miss the opportunity as this will be a free advertisement for yourself and your menswear brand!