I hate ironing. There, I said it. So when every shirt brand in Europe started shouting about “non-iron” tech, I decided to find out who’s bluffing. Over the past few weeks, I’ve worn four of the most hyped non-iron shirts; LABFRESH , Eton , Hugo Boss, and Eterna. I wasn’t paid by anyone (though my wife wishes I was, considering how many shirts I bought for this). Here’s what I learned, who actually lives up to the non-iron promise, and who’s still secretly relying on your st