Over the years, we've learned a thing or two about Portuguese flannel. And as we found out more about this lofty fabric, we started using more of it. Now, we sing its praises with confidence and have elevated it into our Fabric Hall of Fame!

Check out almost any of our flannel (or chamois, for that matter) products and you'll find they're made from Portuguese flannel.

What makes this flannel King?

It's measurably softer. Brushed 2 to 3 times (sometimes on both sides) for an incredible nap.

It stands up better to repeated washings without pilling or wearing thin.

It's stronger because it's made of better cotton.

Portuguese Flannel makes for a better all-around shirt. That's why when we set out to improve our Flannel Shirt, we went direct to the source of one of the best flannels in the world. Our Shirt's softer, crisper-looking and it won't shed like others.

The history and lore behind Portuguese flannel is worth noting. While flannel originated in Northern Europe, Portugal came onto the scene as a relatively low-cost, yet geographically accessible producer some 100 years ago. As Portuguese mills gained experience, they eclipsed their former masters. By the early 1950s, they'd become the premier producers in the world. 

And today, Portugal is the only European source for flannel. That's pretty impressive by most standards.

Mills are clustered around Guimaraes, in the hills of Northern Portugal, had the advantage of easy sea access. It allowed them to receive cotton from anywhere in the world — including long-staple cotton from places like Egypt and Peru.

It's said that the cool mountain air in this region enhances the brushing process, making the finished fabric softer.

Flannel-making in Portugal is an art form. It's a process sensitive to temperature, humidity, cotton makeup, underlying weave, not to mention speed, pressure and other characteristics of the brushing machine.

A greater number of slower, gentler passes through the brushing machines produces a softer, longer-lasting pile. But many aspects of the process are still best done by nappers relying on the experience and feel they've gained over several generations.

In fact, many nappers are second or third generation workers. They know the yarn sizes most appropriate for a particular pattern and weight of flannel. They select the kind of twill weave that'll best complement the pattern and type of brushing to achieve the loftiest nap. 

Feel it for yourself, then you'll truly know why it's the only flannel we use.