I own a plethora of non-iron brands from Brooks brothers, to Thomas Pink to TM lewin to CT to BR to JCrew. First off, Wilkes and Riley - the cloth of this shirt just feels softer and better. The stitching is superior. Then there is the non-iron, wash, run it in the dryer with steam and hang dry, if needed run quick iron. Wilkes and Riley - good job. Add more colors and patterns whenever possible., I wish you nothing but success. BTW - your suits are unmatched quality for the price.