All my European sensitivity churned at the advertising campaign for Icebreaker in their Newport shop in Auckland. But, I am a brave soul and merino IS New Zealand, so in I went! Surprise, surprise Icebreaker merino yarn is spun so fine its almost like silk. Another one for the men though, as their 100% merino Aries Crewe at 170 thread count is a fully knit luxury and it definitely gets my THUMBS UP! A couple of other plus points to the brand include a BAA code and a strict welfare policy which incluces NO MULESING!