You'd be forgiven for thinking that wearing anything for over a week, let alone 100 days, would be a little smelly.
But that's not necessarily true. A new shirt created by Wool&Prince can be worn for 100 days and requires no washing and promises no wrinkles and no odor.
While that's a rather bold statement, it's all to do with the technology of the material. Instead of using the traditional cotton, they've opted for wool. Now, that may seem like a crazy, not to mention itchy, idea but there's a very good reason why it works.
They use fine wool rather than the thick, only-good-for-jumpers yarn, which means the fibres also resist tearing and can bend back on themselves more than 20,000 times without breaking, so it lasts much longer than cotton, which breaks after 3,200 bends.
Wool can also snap back into shape easier than cotton, which is the whole no wrinkles bit covered. And finally, wool is better at absorbing moisture, allowing any sweat to evaporate much quicker, preventing body odor from developing.
Still not convinced? One of the founders Mac Bishop even put the shirt through its paces and tried the 100 day challenge, with a successful result.