«The sheep on your feet»

New Classic Wool Socks: outstanding functionality and wonderfully comfortable to wear thanks to merino wool.

Zurich, 5 October 2010. When it's hot, they cool you down and when it's cold, they warm you up: "Classic Wool", the new socks from BLACKSOCKS made of silky merino wool, have some impressive natural functionality.

The extraordinary heat regulation properties inherent in merino wool are most convincing. Although it is finer than conventional wool and thus feels silky and soft against the skin, it has impressively varied functionality: it warms in cool temperatures and keeps cool in summer. This wonder-wool is also breathable, neutralises odours and absorbs moisture away from the skin. BLACKSOCKS makes the most of these benefits by adding the new Classic Wool Socks to the existing range of socks. "Socks are the only items of clothing that are worn directly against the skin with friction, even in a moist environment. This is why they are also made exclusively from high-quality materials, including merino wool, the characteristics of which make it a real natural wonder," stresses Samy Liechti, founder and owner of BLACKSOCKS. Over time, Merino sheep, which live in Australia and New Zealand, have adapted to the unique topography and developed a fleece which withstands these extraordinary climatic conditions and temperature fluctuations of 50 degrees and more.

Ribbed merino socks on subscription

Our new ribbed merino socks are made in Italy from 75 percent merino wool and 25 percent polyamide. The polyamide is only used to reinforce the heel and toe areas. This balanced blend makes the merino socks extremely robust and perfect for sensitive feet. And there is no need for anyone to be worried about washing them: the merino wool socks can easily be washed at 30 degrees (Total Easy Care). The extraordinary functionality of the socks is most convincing, and the prices speak for themselves too: a trial pair costs CHF 18, and you can have a taster pack delivered to your home for CHF 54. If you opt for a sockscription, you will receive three deliveries of three pairs of Classic Wool Socks each for CHF 159. There are no hidden costs with BLACKSOCKS: all prices are valid worldwide including postage, packaging and VAT.

More than just wool

Merino wool is one of the most refined and valuable natural fibres there are. Regrettably, wool in general is often undervalued. It can absorb water vapour in the interior of the fibre while at the same time repelling it from the surface. Wool can absorb up to one third of its dry weight in water without feeling damp. And unlike artificial fibres, wool hardly absorbs any odours and has a natural self-cleaning function. "Our new merino socks have all these characteristics and, as well as offering this varied functionality, they are extraordinarily comfortable to wear," Samy Liechti adds. By constantly optimising its product range, BLACKSOCKS is continuing to shape the historical development of socks, as this item of footwear has grown massively in importance since it was first produced. While it was seen as a status symbol in the Middle Ages, it developed into a mass market product since the Industrial Revolution. And BLACKSOCKS and its invention of the sockscription have allowed the sock to hold its own in the internet era.

Merino Wool Media Release PDF