Perhaps Bontrager couldn't figure out how to market what is quite useful simply as what it is - a wool cycling shirt. They seem to have wanted it to serve as a fashion statement "on and off the bike."
On the bike, to the office, to the market, to the pub, around the city. If that sounds like you, then the 100% merino wool long sleeve Commuting Wool Top has the go-anywhere fashion and on-bike performance you need to transition seamlessly from riding your bike to looking right at home, no matter where your bike takes you.
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The Bontrager wool commuter "top" (shirt)
In the list of "features" they continue to focus more on form than function: "Midweight, casual, high-collar long sleeve wool top for short commutes and trendy destinations." The "high-collar" part is simply a collar designed with buttons so that it can be buttoned up to create a high collar for windy or cool conditions - clever. There is also a single buttoned pocket on the back, off to one side, since cyclists may not have pockets in their shorts.
Certain features are pointless or silly - yes, there is a reflective edge to the one pocket, but in the dark this would contribute effectively zero. Even stranger are the epaulettes - are those a fashion feature for the hipster (or whoever) at the pub, around the city, etc.? For men I associate epaulettes like these with tour bus drivers and the like. And I don't understand why they don't call it a shirt or a jersey instead of a "top."
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Now here are some epaulettes
The shirt is also a bit oddly sized, even by the standard of cycling clothing. I received and XL, which fits just right - but I am usually a medium for shirts, not large, so to have an XL fit is a little unusual. The site does say, "If you prefer a slightly roomier fit or are in-between sizes, consider ordering one size up" but this seems more than that - also the only sizes available are XL and XXL.
The MSRP is $79 which isn't that bad in my mind (given what I paid for a Merino wool "base layer" shirt last year) but it seems to be available from some outlets for half that, which seems a great deal.