Mac Bishop knows that entrepreneurs need to take risks. So, as the founder of Wool&Prince, he wore the prototype of the company's button-down shirt for 100 straight days:
Each day I attempted to wrinkle and odorize the shirt, but to no avail. In a couple of the more intense tests, such as the five mile runs, I was worried that the shirt wouldn’t revive itself. The entire shirt was damp with sweat and soaked in the pits, chest, and collar. I hung it up over night, said a little prayer, and woke to a fresh shirt in the morning. I’m dead serious. Try it yourself. I put cotton shirts and a synthetic shirt through the same test and the stench was unbearable. Some crazy science stuff going on here.
First of all, ew. Second of all, Wool&Prince hasn't released many details on the “crazy science stuff” behind this miracle. Well, there’s this: