Wuru Wool Company

Wuru was born on the trail by a husband-and-wife team honeymooning in New Zealand. The outdoorsy couple had always worn merino wool socks in active situations but had never tried putting additional wool between their toes to prevent blisters until their guides recommended doing so. Other trekkers on the trip were amazed at how well the targeting technique worked, too. The couple found a wool trader through a friend and launched their new venture, Wuru. Pronounced woo roo, Wuru means 'wool' in Maori, the indigenous language of New Zealand. Wuru Sports Wool is delicately washed and carded to provide all-natural blister prevention. The lanolin-rick, 100% New Zealand wool absorbs moisture, reduces friction, promotes breathability, provides cushioning, and keeps toes warm. Pick up a pouch of Sports Wool and experience the aha moment your feet have been longing for.