Rethinking Wool Beyond Winter For decades, wool has been framed in a very specific way. Cold weather. Warmth. Stillness. It’s often associated with heavy layers, static environments, and seasonal dressing. But this narrative only tells part of the story. At Flowool , we see wool—specifically Merino wool—as a material with untapped potential for movement. Not despite its natural properties, but because of them. Movement Demands More Than Warmth Movement is unpredictable. Body temperature rises and falls. Sweat appears and evaporates. Skin stretches, compresses, and recovers. A true performance material must adapt continuously—not, not lock the body into one state. Merino wool does exactly that. Temperature Regulation: Adapting in Real Time Merino wool naturally regulates temperature by responding to the body’s needs. When heat builds up, it helps release excess warmth. When movement slows, it maintains balance instead of sudden cooling. This adaptive behavior makes Merino especially suitable for activities that involve changing intensity—walking, training, travel, or everyday movement. Moisture Management Without the Synthetic Feel Unlike many synthetic performance fabrics that push sweat away aggressively, Merino wool manages moisture more subtly.Its fibers absorb moisture vapor from the skin and release it gradually, helping the body stay dry without creating stiffness or discomfort. The result is dryness that feels natural—not forced. Odor Control That Works With the Body Merino wool naturally resists odor by limiting the growth of odor-causing bacteria. This is not a surface treatment—it’s part of the fiber itself. For active wear, this means garments stay fresher longer, even with repeated wear. Less washing. Less wear and tear. Longer product life. The Relationship Between Fabric and Skin In motion, fabric doesn’t just sit on the body—it interacts with it constantly.Merino fibers are fine, flexible, and naturally elastic. They move with the body instead of resisting it, reducing friction and pressure over time.This matters most during long periods of wear, where comfort is defined by what you don’t notice. Is Wool Anti-Performance? The idea that wool is unsuitable for movement comes from outdated contexts — not from the material itself. When handled with intention, designed with precision, and applied to the right use cases, Merino wool performs exceptionally well. It’s not anti-movement. It simply requires understanding. Performance Requires Thoughtful Material Choices Not every performance piece can be made from 100% wool.High-intensity movement often requires structure, rebound, and stability—qualities that sometimes need technical fibers to support the body effectively. At Flowool, we push the wool content as high as performance allows. Because breathability, comfort, and natural touch still matter. This is not compromise. It’s an evolving design process. Transparency as a Foundation Every fabric composition we use is clearly labeled. Every blend has a purpose. Every decision is made with intention.We believe performance apparel should be honest—about what it is, how it’s made, and why those choices exist. Movement Is the Proof Flowool chooses Merino wool not because it fits a trend or a category , but because it performs when the body moves. When fabric adapts, supports, and disappears into motion—that’s when material choice truly matters.

This piece was created in motion—captured in our factory exactly as it happens. No staging, no repeats, no polished sets. Just the real workflow behind a wool shirt built with precision, discipline, and a respect for thoughtful making. Why We Show the Process Sharing the production is not a marketing trick—it’s a way to make craftsmanship visible. Many steps of a wool shirt are subtle and technical, and the beauty lies in those details. By opening the process, you see the discipline that defines the final piece. Seeing the Process Changes the Relationship With a Product Watching the operators work is a different kind of education. Hands moving with instinctive precision. Wool draping in slow, natural curves. Machines humming—not not as symbols of mass production, but as extensions of skill. The shirt is assembled through dozens of micro-steps: clean cutting, controlled tension, steam shaping, reinforcement of wool panels, and the final checks that ensure the drape feels natural on the body. When you see these steps up close, the product stops being a “thing” and becomes a craft. This transparency is the foundation of trust. You deserve to know what you’re buying, how it’s made, and why it matters. Fully Automated Cutting Pattern Making Pleat Pressing Interlining Bonding Precision Sewing & Assembly Why Embroidery Isn’t Just Decoration Embroidery is often treated as an aesthetic touch. For us, it’s a signature of intention. Merino wool is soft, breathable, and inherently elastic, which means embroidery must be handled differently from cotton or synthetics. The tension, backing, stitch density—everything must be recalibrated so the wool maintains its shape without stress. In our factory footage, you’ll see operators measuring fabric stability, adjusting the embroidery frame manually, and inspecting every thread run under light. These adjustments protect the integrity of the wool while giving the shirt its character. It’s slow work, and we choose the slow way on purpose. Balancing Performance and Wool: Our Approach We work with Merino wool not because it is perfect, but because it is honest. In our performance line, not every piece can be 100% wool. High-intensity movement requires structure, rebound, and stability—qualities that sometimes need technical blends to deliver the support you actually feel during motion. But we always push the wool content as high as performance allows—because comfort, breathability, and natural touch matter. This is growth, not compromise. Every fabric we use is clearly labeled. Every blend has a reason. Every choice is intentional. We’re committed to building performance apparel that respects the body and respects the material—without pretending we’ve already reached the final form. Merino is naturally breathable, odor-resistant, and thermoregulating. It elevates performance when handled with care. But it also demands skill. Cutting, embroidery, seam pressing, shrinkage control—Merino responds differently at each stage. Our manufacturing partners treat it like a material that deserves patience, not shortcuts. You can see that in the footage we captured at the factory: slow hands, careful presses, intentional handling. Natural fibers reveal everything—attention, intention, respect. And that honesty is exactly why we choose Merino in the first place. So Why Pre-Order? Pre-order allows us to avoid overproduction and invest fully in the craft. It ensures every shirt is made with intention, not speed. It gives the factory the bandwidth to slow down, isolate operations, and execute with accuracy. But most importantly, pre-order includes you in the process. Instead of presenting a finished product with no context, we open the doors. You see the real timeline, the people behind it, the respect we give to wool, and the decisions that make the shirt special. Trust isn’t built through marketing—it’s built through transparency. A Shirt Worth Waiting For When this shirt arrives at your door, it carries every hand-finished curve, every adjusted stitch, every deliberate choice of wool. It carries the honesty of the process you’ve witnessed. This isn’t fast fashion. This is responsible production, made with skill and intention. Thank you for supporting a product—and a philosophy—that chooses depth over speed. The final result will feel different, because the process behind it is different. View More View More Inside Our Supply Chain

Every December, the world speeds up—more gatherings, more noise, more lists to complete. Yet when the cold air settles and the year draws to a quiet close, something different happens. We slow down just enough to notice what feels real: warmth, movement, and a sense of belonging to something natural. This season offers an opportunity to reconnect with these essentials. And for us at Flowool, it is also a moment to reflect on why we create, how we create, and who we create for. Choosing Nature in a Season of Excess The holidays often encourage accumulation. More gifts, more packaging, more of everything. But nature teaches a different rhythm: clarity, intention, and balance. Our commitment to 100% Merino wool exists because natural fibers carry this rhythm within them. They breathe with you, warm you gently, and return to the earth without harm. In a season full of excess, choosing something natural becomes an act of grounding. Movement as a Form of Gratitude Movement is not only physical. It is emotional, mental, and relational. A quiet morning jog, a walk with friends, or simply the comfort of a warm base layer that lets your body breathe—these moments remind us to stay connected to ourselves. This is why “Where Nature Meets Movement” isn’t a slogan. It's an everyday philosophy. During the holidays, movement becomes a way of expressing gratitude—toward the body that carries us, the people who support us, and the world that sustains us. A Community Built on Mindful Choices Flowool has always grown differently—not through loud campaigns or fast trends, but through people who value authenticity, durability, and care. Every time someone chooses natural fibers over synthetics, long-lasting quality over disposable consumption, they influence the industry one step at a time. This community is built on small but powerful decisions. And for that, we are deeply grateful. Looking Toward a New Year with Intention The holidays are not an ending; they are a pause. A moment to ask ourselves: What do we want to carry into the new year? What can we leave behind? For us, the answer remains clear: Respect nature. Reduce waste. Create pieces that move with people—not just through a season, but through their lives. A Warm Wish from Flowool Wherever you are celebrating, we hope your days are filled with warmth, clarity, and the simple joy of choosing what feels true. Stay warm. Stay moving. Stay close to what matters.

2019, Everest North Face 8,600m. American climber David Sharp's body had been here 13 years. Cause of death: hypothermia Why “Cotton Kills”? Hypothermia Death Countdown 37°C - Normal 36°C - Shivering begins 35°C - Impaired judgment 33°C - Muscle rigidity 31°C - Loss of consciousness 28°C - Cardiac arrest Cotton's Deadly Properties Wet = Dead a) Absorbs 27x its weight b) Insulation drops to 0%  c) Heat loss increases 25x Never Dries a) Room temp: 12-48 hours b) Below 0°C: never dries c) Heat loss: 500 cal/hour Wind Chill Hell a) Wet cotton + wind = -20°C felt b) Equivalent to naked How Merino Saves Lives Key Difference: Warm When Wet Material                Dry                Wet Cotton                     100%                0% Polyester                 100%               20% Merino                     100%               80% Fiber Structure Decoded Merino wool fibers have a cross-section with a wavy, scaly structure and natural crimp, which allows the fibers to trap air, providing both excellent insulation and breathability. It can naturally absorb and wick away moisture, helping to regulate body temperature, while the fibers remain soft and durable. Cotton fibers generally have a circular or oval cross-section with a smooth surface. Cotton has strong water absorption, but it dries slowly when wet, which can feel heavy and stuffy. Therefore, its performance in high-intensity exercise or rapid sweat-wicking scenarios is inferior to wool. Polyester fibers usually have a circular or polygonal cross-section with a uniform, smooth surface. They are durable, lightweight, and quick-drying, but they do not absorb moisture, have poor breathability, and are prone to static. In terms of temperature regulation and sweat-wicking, they do not perform as well as natural fibers. Overall, Merino wool clearly outperforms cotton and polyester in natural temperature regulation, moisture management, odor resistance, and wearing comfort, making it an excellent choice for sportswear and close-to-skin clothing. 2024 Himalayan climbing season data: Hypothermia deaths: 87% wore cotton Summit success: 93% wore merino Rescue cases: 0% pure merino system Buying Decision Matrix Micron & Weight Selection Activity                    Micron                   Weight(g/m²) Running                       <17.5μm                    120-150 Hiking                          17.5-19μm                 150-190 Mountaineering         18-20μm                     200-260 Polar                             19-21μm                    260-400 Life or Death Choice In extremes, gear = survival Before your next mountain, check your base layer.  It might be your most important gear