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Our Story

Grab You Comfort Zone and Go

Our Beliefs

At Wūru, comfort comes naturally. We believe in building better outdoor apparel that puts you in your natural comfort zone so you can go further in any season, in any environment. All our gear begins with naturally sourced Merino wool that’s soft to the skin and rough on adventure, ensuring you’re performing your best on the trail or in your own backyard. While you’ll find unlimited places where comfort is key, you’ll only find one place to buy Wūru. We sell directly to you, and through speciality retailers, to offer you a high-quality product, made from 100% premium New Zealand Merino wool, at a better price.

What Does Wūru Mean?

Wūru (pronounced woo roo) means “wool” in Māori, the indigenous language and people of New Zealand.

Wūru was inspired on a trail when founder Matt Disney and his wife were trekking through New Zealand on the legendary Milford Track. Somewhere between Quintin Lodge and Southerland Falls, they both encountered a familiar problem from hiking long miles in wet terrain: raw, blister-prone feet. What they didn’t expect was the unusual solution from their New Zealand guides: loose wool, applied liberally, in the areas needed most.

Long acquainted with the benefits of wearing Merino wool for any activity, the concept of loose wool changed their understanding of how powerful and dynamic the fiber truly is. A small puff of Merino wool enabled them to continue on their journey with total comfort. Inspired by this revelation, Matt set out to create products that use nature’s most versatile fibers in a better way and take you to places with no boundaries.

Our first product, Wūru Original Sports Wool, quickly became the core of what we stand for: comfort for every goal, every body, head to toe, summit to sidewalk. That philosophy continues to be woven into each piece of clothing that we hand-make in the USA, using natural materials that are sustainably and ethically sourced. Because natural comfort isn’t just good for our bodies, it’s good for the planet, too.