Unique & Highly Functional

Possum fiber, unique to New Zealand, has a hollow structure that makes it 50% warmer than merino wool and 35% warmer than cashmere, according to independent studies by Centro Tessile Contoniero e Abbigliamento S.p.A. and the University of Otago.

This remarkable fiber keeps you warm in winter and cool in summer. Possum-merino yarn contains about 80% of its weight in air, which slows down airflow during temperature changes. Its exceptional thermoregulatory capacity allows it to maintain a constant body temperature, insulating effectively against both cold and heat.

Possum-merino yarn can absorb a small amount of moisture into the fiber core while wicking it out through tiny openings in the fabric. As a result, the surface of Nooan socks stays dry to the touch.

This unique moisture management enhances skin health with superior humidity control and water vapor uptake, significantly outperforming cotton and synthetic socks, as shown in independent research.

Luxurious & Comfortable

Our mission is to create the most comfortable socks using luxurious, functional natural materials.

We believe true comfort and well-being are sensations to be felt, not just seen—that’s why we insist on using only the highest-grade components. Less than 5% of merino wool qualifies as superfine merino, with fibers under 15 microns in diameter—just a quarter the thickness of human hair.

For possum fiber, we select only the softest possum down, carefully removing the coarse guard hairs. These fibers can be as fine as 1 micron, making our possum-merino blend irresistibly soft and hypoallergenic.

Easy to Care For

Unlike cashmere and typical wool socks, Nooan socks can be machine washed and tumble dried! Traditionally, wool is considered delicate and prone to shrinkage, forming a dense mat that doesn’t return to its original size. This happens because the cuticles of wool fibers interlock and tangle with each other.

Our wool, however, has been specially treated to soften these cuticles, preventing interlocking. Additionally, our possum-merino yarn is famously low-pilling. This unique treatment allows Nooan socks to withstand machine washing and tumble drying. They may shrink slightly in the dryer but will stretch back to their original size when worn.