What the golfing textile manufacturer called his wood? (3-4)

I believe the answer is:

non-iron

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'wood?' is the definition.
Both the definition and answer are adjectives.
Perhaps there's a link between them I don't understand?

I can't explain the remainder of the clue.

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(Other definitions for non-iron that I've seen before include "Type of material (probably also drip-dry)" , "(Of fabric) easy care" , "Like wrinkle-free materials" , "Like easy-care clothes" .)

I've seen this clue in the Evening Standard.

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