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Cotton shirting with a tenth of merino in it.
For a plain shirt in a cloth that is not entirely plain cotton.
The rest is cotton. All the details claim for the wool is that it is soft.
Slim through the body, widespread at the collar, in two colourways.
Branded buttons at the cuffs and at the bottom of the placket.
What one piece costs us, to the cent. Then where the rest of the price goes.
Average market price is what a comparable piece costs from a brand that sells through other people's shops: department stores and multi-brand retailers. That price has to carry the brand's margin and the shop's margin, stacked. Ours carries one.
Margin is not profit. It goes to getting the piece to your door: shipping, returns, the warehouse. Then to running No Label: the team, the stores, the fit sessions, the photography. What is left goes into next season's fabric. On sale pieces there is often nothing left at all, because overstock is money sitting in a warehouse and we would rather it moved than marked up.
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