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.

"It’s not proprietary technology. It really is rebranding wool."

Still, it's a brilliant story. All of the most successful Kickstarters are.

It really is a brilliant story.    

"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."

It's amazing the family business turned down the idea.

A prophet is not without honor except in his own country and in his own house

I love pendleton, though most of their stuff is really old-lady-ish, they have a line of ranch-wear with awesome items like this http://www.pendleton-usa.com/ensemble/Women/RANCH-STYLE/RANCH-STYLE-OUTFITS/Evening-Star-Duster-Coat/761/sc/1945/c/1757/pc/1815.uts 

They need to let this kid at it.