Wool&Prince is a Brooklyn-based apparel startup that is developing a wool button-down shirt that is much more durable and requires less washing than a traditional cotton shirt. Their button-downs use a very fine grade of wool fabric that is not itchy, lasts six times longer than cotton, and is naturally anti-wrinkle and odor-fighting. To demonstrate the wearability of the shirts, Wool&Prince founder Mac Bishop wore the same shirt for 100 days and says it stayed wrinkle- and odor-free for the duration. Wool&Prince is pre-selling the shirts on Kickstarter. They expect deliveries to take place by December 2013.