We Are

For Nature. Not For Black Friday.

In lieu of a traditional Black Friday sale, of which we won't be participating, we are proud to announce a Limited Edition conservation collaboration.

Read our statement on Black Friday and the announcement of The 1200 Wolf Tee.

Read the statement.

Just Arrived

The 195 Merino Collection


The 195 Merino Crew

Our softest, lightweight men's all-natural layer yet.

Discover optimum comfort for WFH and lounging around the fire, or as a base layer if you're hitting the slopes.

Ethical, sustainable ZQ-certified merino wool is naturally odour-resistant and thermoregulating.


Cabin season is here

Ultimate comfort from the slopes to apres and city to cabin

Your Brand

Since day one, we’ve chosen a path that strays from the status quo. We believe that the people who have supported us along this journey should benefit as we continue to grow and push boundaries. So we created a way for you to play a bigger part in the business—as investors.

Become A Co-Owner