Merino T - here the product brief for next week's news!

That we like merino wool is probably nothing new . For us, this fiber is often the absolute most functional when we talk outdoor clothing. It insulates against both heat and cold. It warms when it is damp. It is naturally antibacterial and therefore very rarely smells. The raw material is also renewable because the merino sheep can be sheared several times each year. Having said that, it was only a matter of time before we also launched a T-shirt in merino wool. The time has now come and the launch is near.

Before product development kicked off, we made a product brief to get it right:

• Long service life. Experience from ourselves and our testers is that the lifespan of many nice merino Ts and underwear is often very short. Cavities appear, the fit is lost and it becomes lumpy (pilling)
• Even the most sensitive to wool will love wearing it. Here it is mainly about choosing a really fine wool fiber with low microns. But also the knitting method and other possible fibers in the product make a difference. 
• Correct wool percentage. In order to use the wool's functionality, the proportion of merino wool must be large enough. In other products, we have so far used 60% and 100% merino wool.
• Minimal use of synthetics. In this way, the product gives off less microplastics when washing and we will instead try to use natural and renewable fibers where possible.
• Functionality for outdoor life with cut and stitching to work even in city life and even under the jacket. As with most of our products, it should not scream outdoor life. The garments must be able to be used in many different situations all year round.
• Wool from happy sheep. True to our habit, we want to know with certainty which sheep farm the wool comes from and that the sheep there are treated with the greatest respect. We are therefore not satisfied with certificates that say "mulesing-free" Full traceability is, as usual, the ambition.

Together with yarn supplier Schoeller Yarn and producer Utenos Trikotazas in Lithuania, we have struggled to get the products in place. Putin's invasion of Ukraine delayed the whole process considerably. But at the same time it has done good. We have been able to carry out product tests for 18 months and fine-tune both fabric composition and fit. We are extremely happy and proud of the result.

Now super excited about how it will be received but both hope and believe you will like the products and that you will get a new favorite or two that will live with you for a long time. On Monday March 25, we launch our new Ts and accessories in the online store! Stay tuned. For the impatient, the products are available to try and buy in our store at Trädgårdsgatan 16 Norrköping as early as tomorrow Saturday 10am-2pm. Welcome!