[sukh]

We do mercerize some of our products, though it’s more costly with regulated heat. If you're near an M&S, they carry a mercerized Polo, but I find it too crispy.

> It could never be commercially viable, so released something similar.

Apparel is about scale. You can make a great tee, but fewer people will pay $100 versus $30, so finding a balance is necessary. Cotton can age well, but the trade-offs (fiber blends, uneven yarn, spirality resistance, no ribbed neck) often show in tees under $50.