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I'm a bit of a fan of Branding and Marketing, but I'm a bigger fan of finding an article or brand that actually backs what it says it does.
This is one of my 3 Central Otago Merino wool sweatshirts that I love wearing. It is lightweight soft and super comfortable. To look at it one would think it was a cotton garment.
When I was a boy the only woollen option was a oversized hard scratchy jersey that when wet smelt like an armpit that hadn't been washed for 3 days.

New Zealand merino wool, you've got my tick.