My general rule is to not pay more than 25GBP (about $40) for one of their shirts. When the dollar / GBP exchange rate becomes less favorable to us Americans, the dollar amount will probably go up a bit. Right now at least, it's almost always cheaper to buy on the UK website (www.ctshirts.co.uk
), even when you factor in that shipping is more expensive.
Right now some of the Black Label shirts are pretty heavily discounted. (25 to 30 GBP before the 10 GBP off 4 shirts deal). I'm giving them a try since I figure for the price I'd normally pay for a Tyrwhitt shirt during one of their 4 for 100 GBP deals, why not. Please note that the Black Labels ones are not non-iron, but they have a lot of non-iron shirts on their website.