The flannel shirt
€70 for a shirt isn't cheap. But if you look closely, you'll see it has features you'll rarely find brought together:
- genuinely made in Europe: the shirt is made in Portugal and so is the fabric, whereas most brands have both produced in countries where wages aren't enough to live with dignity.
- use of organic cotton: it's the only way not to take part in the mass extinction of biodiversity and not to put farmers at risk. This commitment comes at a price: organic cotton costs 50% more than conventional cotton.
- quality: on top of what you can read on this page, all our clothes are pre-washed so they won't shrink at home, guaranteed free of substances toxic to your health, and covered in case of a defect… And that standard comes at a cost too.
In fact, you'll have a hard time finding a shirt to match at this price. If we can sell it at this price, it's because we save on plenty of things that seem unnecessary to us: we don't advertise, we don't run sales, we don't do collections… and we don't have greedy shareholders demanding ever more profit from us.
Learn more.
Sortie en avril 2016
Released in August 2019
- New GOTS-certified organic cotton fabric.
- Fabric brushed then sheared, so it pills less.
- New, more fitted cut.
- Wider resin buttons, to make them easier to slip through the buttonhole.
- Buttons secured with Ascolite so they don't come loose.
- Removed the reinforcement gussets (once we realised they add... no reinforcement whatsoever).
- Removed the ease pleat on the back and the second button on the sleeves.
We told the story behind the improvements to our shirts in this article
Released in November 2023
- To achieve colours full of subtle variations, the threads are now "mouliné" (= two strands of different shades in a single thread) instead of having one colour in the warp and another in the weft. This makes signs of wear less visible.
- Removal of the pocket for a cleaner look
- Thinner fusible interlining at the collar and cuffs, to slow down wear caused by friction
We use organic cotton because so-called "conventional" cotton is a disaster for insects, birds and farmers. More info in this article.
Brushed fabric, soft and warm.
Semi-fitted cut: it follows the line of the bust without being tight.
This shirt is made in Portugal, at the Supercorte factory we've been working with since 2017.
Worn, tested and approved by thousands of customers, this shirt is the result of several years of continuous improvement. We've refined it over time to reach a quality-ethics-price balance that we now consider optimal.
For example, we could opt for wool to make it warmer, but it would be more fragile and more expensive.
The techniques behind the quality
Sheared flannel
After being brushed, the fabric is sheared: this keeps it soft while limiting the appearance of pilling over time. Click here to see the fabric after about ten washes on a sand-coloured flannel fabric, the colour where pilling is most visible.
Sheared flannel
Thick buttons
Ascolite® fixing
Pre-washed
Thick buttons
We went for thick resin buttons that won't break in the washing machine, unlike wooden or mother-of-pearl ones.
Just in case, a spare button is sewn onto the care label.
Sheared flannel
Thick buttons
Ascolite® fixing
Pre-washed
Ascolite® fixing
To make sure the buttons don't come loose, we've reinforced how they're attached using Ascolite technology, a process that wraps the base of each button with a heat-fused thread.
Sheared flannel
Thick buttons
Ascolite® fixing
Pre-washed
Pre-washed
This shirt is stabilised and pre-washed at the factory so it won't shrink on you at home (with cotton clothing, most of the shrinking happens during the first wash).
Sheared flannel
Thick buttons
Ascolite® fixing
Pre-washed
Soft and warm
The recipe for making flannel: run a cotton fabric between two spiked rollers that “brush” the material. This gives you a shirt that feels soft, thanks to its slight fuzziness, and a warm shirt, because the air gets trapped in the fabric's nap.
In detail
Deep shade
If you take a magnifying glass, you'll see that the colour is "marled" — meaning it's created by twisting together threads of two slightly different colours.
American neck
Also known as a "button-down", the collar points are fastened with buttons (which stops them from curling up).
Rounded cuffs
The cuffs are cut with a curved edge: this wears out less over time and washes.
Horizontal buttonhole
On the bottom button, the buttonhole is horizontal, to leave more room around the belly.
How to wear it
A few ideas if you're stuck
Composition
100% cotton
Origin and certifications
... make our clothes in Portugal and not in France? Of course, producing in Portugal lets us sell at a lower price. But it's also easier to get good quality there: in the 80s, when France offshored its industry, Portugal strengthened its own. That said, others do manage to make flannel shirts made in France, like Les Tricots Marcel, Le Laboureur, or Rue Begand.
... does cotton come from so far away? Actually, it's hard to find it any closer. While a few die-hard French holdouts manage to grow it in their fields, cotton farming is marginal in Europe. The closest places to source it are Egypt, Turkey and Greece.
How this product will age
How do we know? We ask our customers what they think of the product one year after they've bought it. And if the product is less than a year old, we give you our predictions based on some spontaneous feedback and on our experience with similar products.
This flannel shirt will stay in very good condition.
As with all flannels, slight pilling will form over the washes. It shows up more on light colours, because the shadow cast by the pills is more visible there. In any case, these pills can be removed with a fabric shaver.
On the darker versions, as always with cotton fabrics, the colour will lose intensity wash after wash and lighten in places, especially at the collar.
Care instructions
The most important thing is to wash it inside out, collar unbuttoned and laid flat - to limit fading and pilling.
It's machine washable at 40 degrees and tolerates the tumble dryer. But it's better to wash it at 30°C and air-dry it: it's just as effective, far greener and it will extend its lifespan.
Our best tip for not getting it back too creased and ironing it more easily: spin at a low speed (600 rpm max) and hang it on a hanger while still damp.
Always remember to iron your shirts inside out and on a low temperature to damage them as little as possible - especially the flannel shirt, whose fluffy fibres don't cope well with an iron that's too hot. And if you don't know how to iron, just follow this video demonstration.
The fabric will always pill a little. That's the very nature of flannel: the cotton is brushed (which is what makes it so soft), so the fibres come loose more easily (here's what the shirt looks like after six months of wear and around ten wash/iron cycles inside out). You can learn to live with it... or run a fabric shaver over it now and then.
Environmental cost
This environmental cost is calculated using the official methodology of the French environmental labelling scheme (in force since 1 October 2025).
The label above shows the product's environmental cost according to the official methodology of the French environmental labelling scheme. It's what its production "costs" nature when you look at its impact on climate change, ocean acidification, its toxicity for freshwater, and so on. Currently rolled out in the textile sector, this label should soon appear on many everyday consumer products (food, cosmetics, furniture, etc.) to help you shop more responsibly.
The flannel shirt therefore has an environmental cost of 516 impact points*.
By comparison, a garment of equivalent weight, made from 100% conventional cotton, manufactured in Bangladesh and sold by a fast fashion brand, has an environmental cost of 2153 points*.
Why this difference? Here are the main reasons:
- The countries of production: manufacturing in Portugal or France requires less fossil fuel than in Bangladesh (one of the main producers of low-cost clothing). The result: this more local manufacturing limits the impact on climate change, ocean acidification and resource depletion.
- The material: organic cotton has a fairly low environmental impact compared with conventional cotton, in particular because it uses few pesticides (so low toxicity for freshwater) and because it's biodegradable (so fewer issues with microfibres or end-of-life waste).
- Durability: fast fashion retailers drive purchases in particular by renewing their collections very quickly and offering a huge number of styles, and they discourage repairs by charging ridiculously low prices. This increases the number of garments sold per person and reduces the number of times a garment is worn. At Loom, by contrast, we've chosen business practices that encourage our customers to keep their clothes as long as possible.
Even though we've done everything we can to make it as low as possible, this product's environmental impact isn't negligible. So before buying, make your clothes last as long as you can.
*Calculations performed by Loom on 31 August 2026. Click the links to access the simulations from the official Ecobalyse tool and get more details on the assumptions used. Note: the number of points isn't always exactly the same on Ecobalyse (whose method evolves regularly) as on the official environmental labelling (based on version 7.0 of Ecobalyse)
Reviews for this product
The standard practice is to send review request e-mails a few days after the purchase. We wait a month, the minimum time needed to form a well-informed opinion
Customer review policy
When do you ask customers for reviews?
We send you a review request one month after you receive your order. We reckon that's the minimum amount of time needed to have worn and washed a garment several times and to really form a well-informed opinion. After that, all your reviews are published within the week, whether they're good or not.
Do you ask for reviews on 100% of the products customers order?
We used to do that at first, then we realised we were starting to send far too many emails to some people who buy from us regularly. In short, we were spamming a bit. On top of that, it was starting to take up way too much of the team's time to reply to reviews - since we want to reply individually and privately to almost every person who leaves us a review. Today, we no longer ask for reviews on products that meet the following two criteria: 1/ There are enough reviews shown on the site for people who want to buy to form a well-informed opinion about the product 2/ We've read enough reviews within the Loom team to understand how to improve the product for the next generation.
Hold your horses: what proves we don't tamper with reviews by slapping 5 stars everywhere?
Honestly: nothing, we're just giving you our word. Same as for everything else, by the way: where we manufacture, where our wool comes from, our lab test scores, and so on. The only times we might touch what you write are if your message contains spelling mistakes (and even then, quite a few slip past us) or if it's racist, homophobic, and so on (but that's never happened so far).
Asking for a review after a month isn't enough to know whether the clothes really are durable, is it?
You're right, which is why we send you another review request email a year after your purchase – we even ask for a photo to see how your garment has aged. The answers help us improve our clothes and provide information about "how this product will age" on our product pages. To avoid bothering our customers needlessly, we don't ask for these reviews on 100% of the products ordered: as soon as we have enough data to understand the areas for improvement, we stop asking for the one-year reviews.