I have purchased a great many shirts and jackets from you over the last 10 years or more. With my latest purchase (description of organic Cotten being irrelevant), I was not impressed to find right away that the quality brand new is lesser (in both quality and density of weave) than a earlier shirt that has seen a great deal of use over the last 10 years. I would not expect to see daylight through a brand new shirt from weird fish - both the feel and weight make it very clear that a great deal less (possibly inferior grade) Cotten has been put into your product for the same price. If I were to recommend you to friends of mine, I can only recommend that they go for older, tried and tested stock, you have had a reputation for quality, do not let some accountant ruin this - quality has a price, not premium, but a price non the less. How can you expect customers to buy online if you are going to change your standard of quality this much.