Rapha is best - looser fitting cycling cut and medium quality merino (better than Howies)
Icebreaker - More slim fitting and warmer than Rapha or Howies. Wearing two of these and a gilet is enough for current London weather. Best quality merino
Howies - Itchy merino and tends to shrink more in the wash than Howies or Rapha. Overpriced for what you get.
From my experience:
Rapha is best - looser fitting cycling cut and medium quality merino (better than Howies)
Icebreaker - More slim fitting and warmer than Rapha or Howies. Wearing two of these and a gilet is enough for current London weather. Best quality merino
Howies - Itchy merino and tends to shrink more in the wash than Howies or Rapha. Overpriced for what you get.