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Merino for the warmth, modal for feel.
For the mid-layer you want smooth against the skin, with no shirt underneath it.
Twenty percent modal gives the knit a silky face that plain merino does not have on its own.
Half the yarn is merino, so the piece regulates temperature rather than just holding heat.
20°C on a wool cycle, in a wash bag, dried flat.
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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