Merino Performance Apparel from the bottom of the world. Wānaka, New Zealand.
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New Arrivals
Bike Collection
The Journal
How to layer for the backcountry with Natural Selection Tour
“Having gear that works in the toughest conditions is key to surviving. Your layering matters. What’s next to skin matters.”
NST Snow 2026: Snowboard Results from Revelstoke
Day One results are in: and surprisingly to absolutely no-one, Gigi Rüf advances in classic Rüf style.
Behind the Design: AT Shirt vs Breezer Shirt
Shirts have hit the fan. Introducing the Breezer and AT Shirts: the nuts, bolts, and best pick for your mission.
CLUBHOUSE VOL.16 with Gigi Rüf and Mons Royale
A special night in Innsbruck feat. custom balaclava workshops and yarns with the snowboard legend himself.
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Transparency
We partner with the world’s best in Wool manufacturing to ensure quality, transparency, and ethical production. We are leading the charge in future-proof apparel.
Merino Performance
Merino Wool is at the centre of everything we do. It's nature's performance fibre. Merino keeps you cool when it's hot, warm when it's not, and smelling fresh from first chair to last round.
Our Story
Sometime back in the early noughties, a storm-chasing Kiwi ski bum living out of a ski bag pondered a big problem - his gear wasn't cutting it for both epic mountain missions and post-shred hangs at the bar. Here we are 16 years later.