More and more shoe brands are following the trend
Like so many sports and lifestyle trends, the merino wool craze originated in the USA. It was kicked off by the young San Francisco start-up Allbirds with its "Wool Runner": the innovative sneaker made from New Zealand sheep's wool quickly became a celebrated favorite among the tech-savvy Silicon Valley scene. In Europe, comparable shoes were initially unavailable until 2017, when Giesswein decided to create its own merino wool sneakers via crowdfunding. The Austrian family business is primarily known for its slippers made from felted wool fabrics.
Since then, numerous well-known and lesser-known brands have jumped on the merino wool bandwagon, for example, the Urban Wooler from the Swiss start-up Baabuk or the wool felt sneakers from Johnny's. More affordable alternatives are offered by companies like Wortmann subsidiary Jana or Dockers by Gerli . The Italian textile brand UYN offers a visually similar sneaker, but one lined with merino wool only on the inside. Wool sneakers are also available from Skechers.
Following the decision by industry leader Giesswein to discontinue its wholesale business in Germany and cease supplying retailers from April 1st (this apparently does not apply in Austria), other suppliers are emerging to fill the gap. The latest example is the Austrian company Ganter , which has recently expanded its "naturally lightweight" merino wool range and now offers a wide array of colors on its extra-light soles, which feature the new smooth-running technology. Ganter sources its merino wool felt from the Austrian company Steiner . The distinctive "pearl effect" of Steiner felt can still only be achieved by hand using an antique fulling mill that has been in operation since 1881.
