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16th August 2019, Australia

Joe Merino goes 100% ultrafine

The Joe T is made with 100% ultrafine Merino wool. © Joe Merino

The Joe T is made with 100% ultrafine Merino wool. © Joe Merino

Dutch brand Joe Merino has unveiled a classic summer T-shirt in 100% ultrafine Merino wool in collaboration with The Woolmark Company.

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 Südwolle 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’s 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.

The Joe T is available in 12 colours. © Joe Merino

The Joe T is available in 12 colours. © Joe Merino

“Joe Merino produces quality apparel, so it is only fitting that they use a premium fibre, Merino wool,” said Stuart McCullough, The Woolmark Company Managing Director. “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.”

The Joe T and the rest of Joe Merino’s range are available online at JoeMerino.com and at the company’s three concept stores in Amsterdam, Antwerp and Düsseldorf.

www.woolmark.com

www.joemerino.com

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