Grit Your Teeth And Try A Pair

This week the ASW Haberdashery has expanded its Zimmerli Pureness offerings with non-fading black versions of the Closed Fly Elastic Waistband Pant and the Vee-Necked Tee complementing our Crew Necked Tee. And let me begin by stating that as underwear goes Pureness is admittedly expensive, but, contrary to the usual expectations, men report wearing out 6-12 pair of conventional cotton underwear while their Pureness remains as soft as the day they got it. And that is incredibly soft, even after many, many cold water washes.

Pureness is knit in Switzerland using a sustainable all-natural beech tree cellulose (called micro modal) yarn with 5% Lycra to enhance its elasticity. It is so soft because Zimmerli uses the finest micro modal in the world - ten thousand meters of it weigh just one gram. That is much finer than cotton, wool or even silk. Pureness allegorically wears like another layer of skin, breathing easily and absorbing moisture 50% better than cotton. Grit your teeth, take out your credit card and try a pair. Black or white in sizes small through XXL.