Most clothing is made from plastic.
Yours doesn't have to be.
What is wool, exactly?
Wool is a protein fibre — grown, not manufactured.
Its structure is one of the most complex in nature, and every property you feel when you wear it comes from that structure alone. Nothing is added. Nothing is finished on.
The outer layer is covered in microscopic scales that shed water and dirt while letting vapour escape — the fibre stays dry on the surface and breathes from within.
Beneath it, millions of tiny air pockets trap warmth in the cold and release it in the heat, regulating temperature without a single thread of technology.
At the core, keratin proteins absorb moisture slowly and inhibit the bacteria that cause odour, which is why wool stays fresh for days without washing.
The fibre is naturally elastic — it bends, stretches, and returns to its shape. Less ironing. Less creasing.
To grow it, a sheep needs almost nothing:
water, grass, sunlight, time.
Each year, the fleece grows back.
The cycle repeats — endlessly.
From fleece to fibre
Once a year, the sheep is shorn. Not for us — for them. Wool grows continuously, and without shearing, it becomes a burden.
Woon uses wool certified by the Responsible Wool Standard — a guarantee that the animals are treated well and the land is managed responsibly.
The raw fleece is sorted by diameter, then washed, combed, and spun into yarn.
Nothing is added to make the fibre perform.
The performance is already there. What craft does is reveal it.
Why Merino and not just wool?
All Merino is wool. Not all wool is Merino.
Merino sheep were bred over centuries in the mountains of Spain, then across the vast landscapes of Australia and New Zealand.
Generation after generation, the fibre became finer, softer, and more consistent.
Fineness is measured in microns — the diameter of a single fibre. Standard wool sits above 25µm, where most skin starts to feel the scratch. Below 19µm, that sensation disappears.
At 17.2µm — where WoonCore sits — the fibre is softer than most cashmere blends.
Most brands won't tell you their micron count. We lead with it.
Merino can absorb up to 40% of its own weight in moisture without feeling wet — regulating humidity against your skin across every season and every level of effort.
The result is a wool warm enough for winter, light enough for summer.
Shattering the idea that wool is only for cold seasons.
Soft enough to wear directly against skin all day, and strong enough to last years.
Most wool scratches. Merino at 17.2µm doesn't.
Why Merino for Woon.
We wanted to make a tee you could truly rely on.
One that works at the office, on a trail, at dinner. One you don't need to think about.
Cotton couldn't do it. It absorbs sweat, holds it against the skin, dries slowly, and loses its shape over time. It works in one context, not across them.
Synthetics couldn't do it either. Polyester and nylon are plastic. They don't breathe, they trap odour instead of resisting it, and they shed microfibres into the water with every wash. Whatever performance they offer comes with a cost that doesn't leave.
Merino was the only fibre that did everything.
Aligning performance, material intelligence, and natural quality in one fabric.
17.2µm. Made in Europe. Built for the day ahead.
Now you know why.