Mac Bishop raised more than $300,000 for his Wool and Prince project on Kickstarter by wearing a stylish button-down shirt for 100 days straight and forcing friends and strangers to smell it.

The pitch for the shirt (seen here on the model from Kickstarter) has gotten him in newspapers, NPR, and in Jay Leno’s monologue--twice.

But if you want to buy what HuffPo calls a “magical shirt,” you don’t have to wait until Wool & Prince is open for business. The “prototype” he wore for 100 days is available for purchase today from a company run by his dad.

Bishop is a sixth-generation member of the family that owns Pendleton Woolen Mills, an Oregon company that happens to control, according to Bishop, 85% of the American wool button-down market. Their staple shirt, though, looks more lumberjack than J. Crew.

In other words, neither the “100-day” shirt nor the new Wool & Prince shirts are about a radical new material.

This isn’t to say that the odor-fighting, wrinkle-fighting properties of wool aren’t real. Bishop assures me the 100-day test was real, and included everything from pre- and post-workout bike rides to jumping in a lake.

Still, the 100-day test is obviously extreme, and Bishop notes that mileage may vary depending on a person’s innate odor.

Bishop’s intent all along was to encourage Pendleton to take a harder look at the light, fitted button-down market. He only started the Kickstarter after the family business turned his idea down.

2013-05-10

This 24-Year-Old Entrepreneur Raised $300,000 By Wearing Dad’s Wool Shirt For 100 Days

Mac Bishop’s Kickstarter for a miracle wool shirt that doesn’t need to be washed exploded across the Internet. But what you didn’t hear was that Bishop’s dad’s company is the country’s largest wool shirt manufacturer. And you can buy that miracle shirt today--no Kickstarter required.

Mac Bishop raised more than $300,000 on Kickstarter by wearing a stylish button-down shirt for 100 days straight and forcing friends and strangers to smell it. “That looks like it’s been dry-cleaned, your shirt,” a man in his Kickstarter video says, after being coerced into touching its sleeve. “This shirt hasn’t been washed or dry cleaned in about 150 wears,” Bishop replies. Cue the sound of a needle being dragged off a spinning record.

The pitch has gotten him in newspapers, NPR and in Jay Leno’s monologue--twice. “I was on a morning show in Australia, live,” Bishop told me. “It’s nuts.” “No Wash Shirt Is Perfect For Lazy Dudes Who Hate Laundry,” ran a typical headline in the Huffington Post.

But if you want to buy what HuffPo calls a “magical shirt,” you don’t have to wait until Wool & Prince is open for business. The “prototype” he wore for 100 days is available for purchase today from a company run by his dad.

Bishop sounded a bit sheepish discussing this fact. “I wish we had made our own shirt instead of me just wearing a Pendleton shirt,” he told me. “It would have been a little bit better in terms of telling our story.”

The story is this: Mac Bishop grew up wearing wool as a sixth-generation member of the family that owns Pendleton Woolen Mills, an Oregon company that happens to control, according to Bishop, 85% of the American wool button-down market. Their staple shirt, though, looks more lumberjack than J. Crew. “They seem like big squares to a lot of people,” admits Dylan Eckman, retail director of New York boutique Epaulet. (The shirt Bishop wore in the Kickstarter video was a lighter, “Sir Pendleton” shirt, and was altered to give a slimmer fit.)

The Wool & Prince project was most directly inspired by a now-discontinued experiment with a lighter wool that Pendleton called the “Airloom,” which was itself inspired by a wool shirt sent to Pendleton by a mill in China--the same mill that is now the supplier for Wool & Prince. “It was this triangle, I guess you could say,” says Bishop.

In other words, neither the “100-day” shirt nor the new Wool & Prince shirts are about a radical new material (though the Wool & Prince website does refer to their wool weave as “Cotton Soft (TM)”). “In terms of creating anything substantially new? No,” Bishop says. “It’s not proprietary technology. It really is rebranding wool.”

This isn’t to say that the odor-fighting, wrinkle-fighting properties of wool aren’t real. Bishop assures me the 100-day test was real, and included everything from pre- and post-workout bike rides to jumping in a lake. Wool has become a favorite fiber of the backpacking community, and its odor and wrinkle-fighting properties are quietly trumpeted by Pendleton, too. “We are not surprised that our Sir Pendleton wool shirt stayed fresh for 100 days,” Pendleton’s head of corporate communication, Linda Parker, told me.

Still, the 100-day test is obviously extreme, and Bishop notes that mileage may vary depending on a person’s innate odor. In an expectations-managing update to his Kickstarter backers, Bishop pointed out "Some of you are smelly, active dudes and will want to clean it sooner than 100 days." On the other hand, he told me he was "probably pretty average in terms of smelliness.“

In a typical response, James Hollstein wrote on Wool & Prince’s Facebook page: “If your shirt is half of what you say, [it] should revolutionize clothing.” At the very least, it may encourage Pendleton to take a harder look at the light, fitted button-down market, which was Bishop’s intent all along; he only started the Kickstarter after the family business turned his idea down.

He describes Wool & Prince’s current business relationship with Pendleton as “Entirely separate… with the hope that something happens down the road.”

It’s not quite as good a story as an "invented," “magical,” “no-wash” miracle, but if the shirt fits, looks good and doesn’t smell, I’ll buy it from any member of the Bishop family.

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8 Comments

  • Assaf Koss

    If it really is the case, that this young guy had this marketing and branding (and styling) idea, and got the "no" from his family's company about trying it commercially, then I'm happy he got Kickstarted! That's the point of it. Starting a good business, when you can't afford to do it yourself.

    www.AssafKoss.com

  • Sammie Jo

    I wouldn't wear  the same article of clothing two days in a row, let alone 100 days. I don't care how clean it looks or smells, we all shed skin and there is no way I'm wearing a 100 days of skin flakes.

  • Pelle

    obviously you must be a girl. This rule does not apply to men. But hey if you get 2, you could switch!

  • Sammie Jo

    hah, funny guy! lol Yes, I am a girl, and I know, I have seen guys wear the same work clothes for days, yuk.

  • grantsformation

    This is a terribly written article.  Is the shirt new or Pendleton?  Was it worn for 100 days or 150?  I am less interested in the content than I was in the headline. Blah.

  • Celine

    So it's a story about the rich scamming the public out of their money using tools created by the public to cut the rich out of the supply chain due to their habit of taking too large a cut and leaving all the rest with too little??

  • Guest

    Cool story, but alas it is not very original.  

    The global Icebreaker brand was developed off the the back of this concept 20 years ago.  The legendary yachtsman Sir Peter Blake endorsed Icebreaker after he wore if continuously for 40 days while setting a world navigation record.

    Read about it here http://www.discoverzque.com/ca...