An Elegant Take on the Classic Flannel Shirt

Originating in 18th-century Wales, brushed wool flannel became known for its ideal balance of warmth, weight, and durability—qualities that helped it spread across Europe and later establish itself in America as a workwear essential.

At HERENESS, we reinterpreted this heritage fabric through a modern lens, using 18-micron premium wool for a smoother, more refined feel. The ultra-fine brushed texture ensures remarkable softness with no itch, while a 20% blend of recycled nylon adds strength and longevity.

Though the flannel shirt is often defined by its iconic check pattern, we chose a solid, minimalist design for versatile styling—from outdoor pursuits to city wear, effortlessly bridging both worlds.

• Less laundry, more eco-friendly

  Wool is amazing for its odor resistance. That means your wool garments need less frequent washing, reducing your water and energy consumption. With less need for laundry, wool also enables you to pack light for traveling.

• Why non-mulesed merino wool?

  New Zealand has decided to ban mulesing (the process of removing skin from sheep buttocks), and the wool we use is 100% sourced from Merino sheep in New Zealand. We believe that wool is a gift from sheep, and we should not support any practices that cause in their suffering. As a brand promoting the benefits of wool, we are committed to advocating for animal welfare.