CHOCOLATE FISH MERINO LLP

Like many other small niche companies, we do one thing only – and, we think, do it not just well, but better than anyone else. We do Merino. Not just any old merino. We do the best merino. Guaranteed New Zealand Merino using superfine and fine grades. Why do we think it's the best? •We don't try and cheapen production costs by mixing it with dubious additions of synthetics, coconut fibre, cotton, or elastane, (apart from some in socks and gloves needed for durability due to impact).

•We source our fabric from the world leaders in the manufacture of merino jersey fabric – Designer Textiles, Auckland who pioneered the Merino Advanced Performance Programme – a double jersey merino engineered specifically for outdoor activity. •We have our gear made by Soma Ltd., a family-owned company in New Zealand with 80 years experience of making top quality merino gear – in the past for the likes of Icebreaker & Swanndri before they moved production to China, Howies before they were taken over by Smartwool/Timberland - and now VF Corporation and production moved to China and Fiji, and Swazi. Soma's expertise is second-to-none. Most outdoor gear is made using unsustainable, non-renewable synthetics that are also not biodegradable. Clothing made from synthetics is a huge problem for the environment, causing and creating pollution every step of the way.

Whilst we accept that synthetics are an essential choice for certain garments, for baselayers they are the wrong choice. We believe that synthetics should be used only where there is no viable alternative. In the case of baselayers, merino is actually the better choice not only in terms of the environment, but in terms of performance as well.