# Linen-Like Casual Shirts 'The Villager' is 80% Natural Superfine Merino Wool & 20% Bamboo Viscose By Laura McQuarrie | Published 2018-10-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/casual-shirt References: [prnewswire](https://www.prnewswire.com/news-releases/helone-launches-the-villager-the-evolution-of-the-linen-shirt-300726663.html) & [kickstarter](https://www.kickstarter.com/projects/helone/helone-the-evolution-of-the-linen-shirt?ref=571675&token=079f5b3c) 'The Villager' by HELONE is an innovative new casual shirt that's being introduced to the world on [Kickstarter](https://www.trendhunter.com/trends/graftek-basics) as a standout design that has the look and feel of linen, as well as the ability to outperform it. While [linen is a natural fiber](https://www.trendhunter.com/trends/luca-faloni-linen-suit) that can create cool, effortless styles, it wrinkles easily and garments often remain wrinkled even after they are ironed. The casual shirt is in fact made up of 80% [natural superfine Merino wool](https://www.trendhunter.com/trends/ethical-merino-tshirt-from-new-zealand) and 20% bamboo viscose, which makes it naturally ultra-soft, breathable, as well as resistant to odors and wrinkles. In terms of fit, The Villager is relaxed and slightly slimmer than a standard fit, which provides a tailored look and a comfortable feel. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 40% | Activity: 34% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### What's Driving This Trend - **Eco-friendly Fashion:** HELONE's 'The Villager' shirt combines natural fibers for an eco-friendly and sustainable fashion product. - **Performance Materials:** 'The Villager' uses Merino wool and bamboo viscose to create a shirt with features such as breathability and wrinkle and odor resistance, presenting opportunities in the performance materials industry. - **Wrinkle-free Clothing:** As 'The Villager' offers a linen-like look and feel without the issue of wrinkling, creating more wrinkle-free clothing presents potential disruption in the traditional linen and casual shirt industries. ### Who This Affects Most - **Fashion:** HELONE's 'The Villager' shirt demonstrates the potential for eco-friendly and performance materials to be utilized in fashion products to meet consumer demand. - **Textile Manufacturing:** The use of Merino wool and bamboo viscose in 'The Villager' shirt highlights the opportunities for textile manufacturers to create new products with unique benefits and sustainability features. - **Casual Wear:** The introduction of a wrinkle-free casual shirt could disrupt the traditional casual wear industry and prompt similar product innovations. ## Related on Trend Hunter - [Premium Linen Apparel](https://www.trendhunter.com/trends/uniqlos-2025-springsummer.md) - [Simplistic Breathable Summer Apparel](https://www.trendhunter.com/trends/the-resort-collection.md) - [Understated Linen Apparel](https://www.trendhunter.com/trends/organic-linen-shirt-dress.md) - [Ethical Merino Wool Clothing](https://www.trendhunter.com/trends/knit-kite-jacket.md) - [Military-Inspired Linen Collections](https://www.trendhunter.com/trends/loomed-linen-collection.md) - [Adaptable Warm Weather Suits](https://www.trendhunter.com/trends/luca-faloni-linen-suit.md) - [Luxurious Bamboo Viscose Bedding](https://www.trendhunter.com/trends/bamboo-viscose-bedding.md) - [Durable Bamboo-Based Sheets](https://www.trendhunter.com/trends/organic-bamboo-sheets.md) - [All-Season Merino Tees](https://www.trendhunter.com/trends/ethical-merino-tshirt-from-new-zealand.md)