Nooan Ltd

Why is Possum fiber is so warm?! 


This is because possum fiber has an unique hollow structure which acts as an insulator.  This structure is very rare and only Polar bear fur has a similar fiber structure. 


Based on independent studies by Centro Tessile Contoniero e Abbigliamento S.p.A. and the University of Otago, possum fibre is 50% warmer than merino wool and 35% warmer than cashmere!


While we are here, it is good to mention that Brush tailed possums are originally from Australia, and they are protected there.  The only reason New Zealand offers possum products is because they were wrongly introduced into New Zealand and become a pest, harming the native forests and eco system.  All possum fiber nooan uses comes from the pest control program of New Zealand Department of Conservation (DOC).  They are not farmed animals and 100% eco-fur.




Why nooan socks are so SOFT to touch and don’t have the prickly feeling like most wool and possum products? 


This is because we only us 15 micron super fine merino wool and de-guard-hair possum down. 


Merino wool has 4 different grades which have very different values.



These are very fine wool fibres that are silky soft, making them perfect for next-to-skin clothing and suiting.


  • FINE: 17.5-25 MICRON FIBRE

This wool is still very soft, yet slightly stronger and more durable, and is used in activewear clothing and classic fashion.



This type of wool is used for upholstery and heavy outer clothing layers like jackets.



This robust wool is snug yet durable enough to be made into luxurious and comfortable, hard-wearing carpets.


Nooan only uses the very finest fibres from the Super Fine grade


Furthermore, possum fur has both super fine fibres and strong pointy ones.  Special technology is applied to remove ALL pointy fibers to produce possum down which are only 1 micron at the tip.  To make a comparison, human hair is about 70 micron!


The benefit of using super fine fiber is not just about feeling soft, it also protects your feet when hiking and exercising.  A customer wrote to us once:


“I did a 90km hike last week and honestly your socks saved my life! I think it’s the first long hike I’ve ever done where I didn’t get Blisters.  So ideal!!”




Why nooan socks can be machine washed and tumble dried?!


Common sense is that wool is very delicate and will shrink to a mat and won’t be restored to its original size again. This is caused by the fact the cuticles of the wool fiber will inter-lock and tangle with each other.


The wool which we are using is specially treated to soften the cuticles, hence, they don’t inter-lock.  The blending with possum fibre also reduces tangling.  This is why nooan can be machine washed and tumble dried.  It will shrink a bit after tumble drying, but will stretch back to the original size when worn.


What is better than socks that are not FUSSY?!



Why nooan only use ZQ merino and Perino?


Sustainability is becoming a more commonly heard word. More and more of us are willing to consume consciously and live in a sustainable world. But how do we know what we buy is sustainably grown and produced?

This is why when we built nooan, we know that we, as the brand owner, need to be responsible. We need to choose values over price and profit margin; we need to go and see and validate.


This is why we are so happy when we visited @perinobywoolyarns and see how they recycle all the waste yarn and regenerate them into beautiful new yarn, and how they manage their waste water of the dye-house to make it clean enough to drink


This is also why we only use merino wool from ZQ certified farms.  We also believe that healthy sheep naturally produce the best quality fibre; The ZQ program ensures healthy animals by adhering to five basic freedoms:

  • Free from thirst
  • Free to live naturally
  • Free from discomfort
  • Free from distress
  • Free from disease
  • No mulesing


Beyond taking care of the sheep, ZQ merino also launched #zqrx to protect our land and soil. 


Changes start from small actions, not big talk.




Why does nooan only have socks?  Why don’t you do hats, gloves and scarfs?


We don’t think about socks, do we? 


22 billion pairs sold every year, it is the biggest consumable segment in fashion and it is growing fast!  However, majority of them are made with synthetic fossil oil by-products. 


We have a vision to be a big player in this market segment and encourage more people to use sustainably grown and produced natural materials. 


This is because natural materials are not only good for the environment, but good for our skin and wellness. 


Wool and possum fiber are designed to protect mammals’ skin after million years of evolution.  They have a very complicated structure to do so (as shown in the picture below). This gives them outstanding performance in terms of:

  • Temperature regulation, means warm in winter and cool in summer;
  • Humidity control; this is why wool and possum yarn can reduce symptoms of eczema;
  • Odour control


Both synthetic fabrics and cotton are just not designed to provide these benefits to your skin.  After years of effort to mimic this functionality, synthetic fabrics and cotton are still significantly underperforming, based on independent research by Murdoch Children’s Research Institute and Queensland Institute of Dermatology.