Wool: The Best Kept Secret for the North American Lifestyle
We’re pleased to share a guest article by Maite Feeney, a Canadian apparel design consultant and Founder of the sustainable sleepwear brand Goldie. As a new member of the IWTO Working Group, Maite brings her industry expertise and uniquely Canadian perspective to ongoing conversations about the solutions wool offers for apparel innovation.
In a rapidly evolving apparel landscape, textile innovation and performance are more crucial than ever—especially for those navigating the diverse climates and fast-paced lifestyles of North America. Drawing from nearly 15 years of experience in product design, I’ve dedicated my career to exploring new fibers and materials that bring both reliability and comfort to everyday clothing. This is why the work of the International Wool Textile Organisation's (IWTO) Product Wellness Working Group is so exciting—their innovative efforts have the potential to significantly transform how we choose and use activewear.
The IWTO is tackling a crucial question: what’s the best way to measure how well a fabric breathes when we’re active? The Working Group’s response has been to develop an objective test method that assesses wool’s breathability under dynamic conditions—reflecting how garments perform in real life, not just in controlled lab environments. This is a game-changer because currently, many brands rely on static-state lab tests—these are controlled tests conducted in a lab environment where clothing is tested under steady, unmoving conditions that don’t mimic real-world activities. These tests fail to accurately reflect the dynamic, stop-and-go nature of activities like skiing, hiking, cycling, or even the daily commute.
Why Wool Matters – Especially in Canada
Wool possesses a unique combination of properties that make it an ideal choice for active Canadians. It has a natural ability to manage moisture and maintain a stable microclimate next to the skin. It is critical to consider that: whether you're sweating on a cross-country ski adventure or facing a sudden downpour on a hike, wool helps regulate your body temperature and keeps you comfortable through it all.
IWTO research has shown that wool buffers thermal changes better than synthetics and cotton, reducing the dreaded post-exercise chill often experienced by athletes. This buffering is thanks to wool's capacity to maintain thermal comfort during the rest phase after activity by preventing you from getting too cold as the fabric dries. No more shivering on the chairlift or after a long run.
The Research Behind the Comfort
The IWTO's research involves rigorous testing to understand how wool performs in real-world scenarios. The studies currently underway include:
Manikin Studies: These tests are done in controlled environments to simulate human experiences and measure how different fabrics respond to varying conditions. A heated or cooled manikin equipped with sensors is used to mimic body heat and environmental factors, providing precise data on insulation and breathability.
Human Trials: Involving real people, doing real activities, and reporting how they feel in different fabrics. The researchers are checking how warm or comfortable people feel while active and while resting in comparison.
The ultimate goal is to create an easier and more economical way to test how well sports fabrics breathe during activities where you start and stop a lot. The existing testing is going through an update to ensure that testing reflects how we really experience fabrics when on the move.
Key Insights & The Road Ahead
The emerging research confirms what many wool enthusiasts already know: wool demonstrates superior buffering of heating and cooling and provides increased cooling as exercise continues. It's not just about keeping you warm; it's about preventing overheating and keeping you comfortable across a wide range of conditions.
The IWTO is now sharing its findings at conferences and collaborating with outdoor brands to refine testing methods. This movement toward improved standards and more informative labeling will help consumers make better-informed choices and promote wool’s versatile benefits.
We are already seeing this trend in the market with companies like Huckberry and their bestselling 72-Hour Tee, made from a super-soft merino wool blend. Designed for durability, odour resistance, and moisture-wicking, this high-performance T-shirt is suitable for a wide range of activities—whether hiking, on a redeye flight, or weekend skiing. Even after more than 72 hours of continuous wear, it remains looking sharp and passes the "odor test," thanks to wool’s inherent odour-resistant and moisture-wicking properties. Wear-tested in locations ranging from Tokyo’s bustling streets to Jordan’s sandstone cliffs, this tee exemplifies how innovative wool products are making a significant mark in the market.
The Canadian Connection: Why This Matters to Us
For Canadians who prioritize performance, sustainability, and comfort in their activewear, this research is incredibly exciting. Wool provides a natural, renewable, and biodegradable alternative to synthetic materials—and a responsible choice that can elevate outdoor adventures while reducing environmental impact. As a designer, I find this particularly inspiring, because it presents new opportunities for innovation and a broader inclusion of wool in activewear. There’s a lot of potential to rethink how we incorporate this versatile material into our active lifestyles.