Not having to don a coat and tie for work--as your humble blogger did for most of his life--does not necessarily mean that men can cut their clothing budget. A nice cotton shirt will no longer do.
A well-turned-out guy must wear a "luxe material", for example a shirt that contains
10% yak wool.
While [Jacob] Hurwitz believes the 10% of yak wool definitely contributes to his bestselling shirt’s softness, he hastens to add that the fabric, otherwise “high-grade” cotton, has been scrupulously “brushed” to amp up that tough-yet-tender effect. As he explained, the fabric goes through a “comber, which has little picks that pull fibers out and create that fuzzy texture.”
And, yes, Hurwitz and his team considered the yak fabric’s potential to offer his customers talking points and even bragging rights. “The yak factor really helped drive the sales,” he said, noting that the shirt, new for American Trench this past fall, “crushed” for the brand, selling better than any previous shirting in its lineup. The yak, he stressed, “added something exotic. It would be a lot less interesting to go around saying ‘I have a really soft cotton shirt.’”
We should not be overly critical of this latest trend in men's fashion. In a blind touch-and-feel test, the $249 10% yak shirt beat out a $998 64%-cashmere button-down from Todd Snyder. Cheaper
and better, that's what capitalism is all about.
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