It was on their honeymoon in New Zealand when Wūru Wool Co. founders Matt and Kathryn Disney were first introduced to the value of using merino wool in the backcountry. Their Kiwi hiking guides insisted the newlyweds pack “blister wool” for their five-day adventure across Milford Track, one of the country’s most famous, albeit soggy, hikes.
“As a trial runner, I always thought I had tough feet,” Matt laughed. “But the New Zealand climate deteriorates any calluses you might have, and two days into this hike I was like, let’s give this stuff a try!”
Pulling it apart almost like cotton candy, the loose, lanolin-rich wool is teased, then applied on hot spots or packed between the toes. The fiber reduces moisture and friction as well as provides a soft cushion for the feet. “It’s great because there’s no adhesive,” Matt said. “With adhesive comes friction and dirt.”
Co-Founders Mike & Kathryn Disney on their honeymoon in New Zealand.
Immediately sold on the famed, local commodity, Matt asked around, only half seriously, if anyone on the trek knew someone in the wool trade. “I figured that in a country of 55 million sheep, it was worth a shot,” he joked.
Turns out, one of their new friends did know a large-scale New Zealand wool trader. “That was our ah-ha moment. The next thing you know we were trying to escape from our work and start a company!”
Somewhere between Quintin Lodge and Southerland Falls in South New Zealand, Wūru Wool, named after the Maori word for wool, was truly born.
Back home in Salt Lake City, Matt tapped into his background in the sports medical sales space and before long, the couple imported 700 kg (over 1,500 pounds!) of New Zealand wool on a massive shipping pallet straight to their driveway. “It was kind of like how a Pillsbury croissant can is packed,” he laughed. “Once you opened it, there was no turning back!”
Truly garage-grown, after 18 months packaging and shipping premium blister prevention wool out of their home, Wūru organically found themselves taking the big leap into the merino wool apparel space.
Their early days in the apparel industry proved much more complex than simply marketing packs of blister wool. In fact, Wūru’s first run of base layers intended for the ski season weren’t received until late May of the following year. “It was 87 degrees outside in Salt Lake, and we finally had all our product for the previous season,” Matt lamented.
On top of that, the attention to detail was lacking. Even something as small as a product without a care label would require it to be sent back to the Los Angeles factory. “This created so many challenges and forced us to go down an avenue where we had zero experience,” shared Matt. “Being a bootstrapped brand creates plenty of challenges and makes us prioritize what’s truly important for today.”
For Matt and Kathryn, that meant taking things into their own hands. “That’s when we made the decision to find local production help, and with just four sewing machines, start our own factory.”
Since 2022, all Wūru Wool apparel is cut, sewn and shipped in Salt Lake City, Utah. By manufacturing both domestically and internally, it allows the team to keep a pulse on all aspects of the business. “It also allows us to operate pretty lean and let the customer dictate our inventory.”
“Being able to design and test things in a very rugged climate is something huge,” Matt said of being based in Salt Lake City. “We can go from a pattern to a sample to testing all within 12 hours, which allows for quick feedback with a first hand experience.”
It’s easy to understand merino wool’s benefits in cold weather, but Matt emphasizes its benefits in warm climates, too. “Everyone associates it with your grandpa’s scratchy sweater,” he laughed. “But that’s just not the case; it naturally provides fantastic UPF protection, and with it being an active fiber, it moves moisture and air to create that balance and comfort.”
While there are some epic stories of adventures made better by Wūru Wool, there are some unique and deeply moving ones, too. “It’s not always about climbing peaks,” Matt added. “Some of the best stories are the ones from amputees or the elderly who have dealt with foot pain and Wūru Wool has helped them get around the block. Those are the things we try to celebrate.”
Helping people by providing comfort so they can go further, be it mentally or physically, is what Wūru is all about. “From blister wool to base layers, we’re helping people along their journey, whatever that is,” Matt said. “And that sure means a lot.”
Originally from Alaska, Maria currently resides in Montana with her husband, two young daughters and chocolate lab named Echo. When she’s not chasing her kids or that next running goal, you can find her weekend-warrioring in the mountains or thinking about her next cup of coffee.
