F Washing & Ironing: Wool & Prince & the 100 Day Shirt Challenge



Hate ironing? Detest detergent? Void of positive feelings for even the quickest of Dyson’s wash cycles? Ah. Well then this, my unhygienic office-bound friend, might be of interest: A shirt that can be worn for 100 days without needing to be washed or ironed. Tell your mum to go pack a bag.

The guys over at Wool & Prince, soon to be the new kings of stylish laziness, have created a shirt that can be worn for over 3 months before so much as a crease appears (…on the shirt – any visible on the noses of colleagues and commuters you sit near don’t count). And, rigorous testing gone viral via a video for Kickstarter – the innovative online fundraising platform created to help find funds for cool kid (read: creative) projects – seems to testify in its favour, scoring major man points with all who’ve seen it so far.

A wool shirt worn for 100 days straight. No washing. No dry cleaning. No wrinkles. No odor.

The button down, inspired by a male love of jeans – well, a male love of not having to wash and iron them – was trialled by 15 volunteers worldwide, accumulating standout statements like,”I crumpled the shirt into a ball and put it in the bottom of my backpack when running around the city just to see if I can ruin it. No luck – it comes out ready to wear every time.” But it’s Mac Bishop’s now famous ‘100 Day Shirt Challenge’ that has attracted the most attention, documented in Wool & Prince’s Kickstarter video, which has over 2000 views and won more than $310,000 in investment for the brand so far. The short video shows Mac (one of the brand’s creators) wearing the shirt in numerous scenarios, apparently back-to-back wears, and sidling up to unsuspecting people in the street, only to receive praise on the shirt’s faux-‘fresh’ appearance.


Mac said on the ‘Well Endowed Fiber Diary’ – the blog-style site for the brand – “The shirt stood up to everything I threw at it… Each day I attempted to wrinkle and odorize the shirt, but to no avail.” In the Kickstarter video, one interviewee remarked that the shirt looked like it had been dry-cleaned, while another sniffed a sleeve, claiming it smelt “pretty good” – without knowing that at some point during the experiment, the shirt had even been worn during a 5 mile run.


wollbendsSo what’s Wool & Prince’s secret? Sheep, apparently, who supply the ‘well-endowed fiber’ used for the Brooklyn designed, Shanghai-produced super shirts. Unlike standard shirts, usually manufactured from cotton, these are made with sheep’s wool, which naturally fights odor, is difficult to crease, cools itself in warmer temperatures and attracts heat during colder climbs. The wool also provides a greener way to get stylish, with the fibers being particularly willing to succumb to natural dyes, as well as being biodegradable – not that you’ll likely see the shirt disintegrate, as its fibers are six times more durable than cotton and take one hell of a bending before reaching breaking point (that’s more than 20,000 bends, against cotton’s pitiful 3,200 bends. Pfft.)

So with male shirt gripes now solved, question is how much will one of these odor-eating, crease-defying, temperature-regulating wool shirts cost? The answer at the moment is staggering: $98 (around £65) for one shirt, $190 for two and $280 for three, which is pretty good compared to competitor brands and considering the benefits and durability.

Convinced they really will “redefine what you think of wool” with their knack for satisfying male desires through clever design, I’d suggest you jump on the waiting list to buy yourself a de-burdening bargain of a shirt via the Kickstarter site – and ladies, if you’re wondering whether you can lighten the load or your own washing, Wool & Prince recommend you follow them on Facebook and “stay in the loop, as we may have a women’s line in the future.”


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