Inside Flowool: Craftsmanship & Supply Chain Transparency

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.