01
The fibre is the product
We buy at the top of the clip and we do not substitute when the market moves. If 17.5-micron fleece is expensive that season, the margin absorbs it. We have delayed two production runs rather than drop to 19 micron.
Est. 2021 · Sydney & Lisbon
It started as a packing problem.
Elena Marsh flew widebody long-haul for nineteen years. On a five-sector pattern with two slips, roughly a third of her bag was underwear — because nothing she owned survived more than a day of cabin air without needing replacing.
She tried what everyone tries. Cotton went cold and clammy at cruise. Technical synthetics were fine for the first sector and unbearable by the third. Outdoor-brand merino was better, but it was cut for hiking, itched at the waistband, and wore through in a season. Nothing was designed for the specific problem of sitting still in dry air for twelve hours in a uniform.
In 2021 she met Tomás Ferreira, a third-generation textile engineer from Guimarães in northern Portugal, at a trade fair she had gone to almost as a joke. He had spent a decade on core-spun merino constructions for people who wanted fine wool that did not fall apart. She had a very precise brief and 14,000 hours of evidence behind it. TRUE NORTH is what came out of that conversation.
How we work
Three rules we do not break.
02
Nothing added to the fibre
No antimicrobial treatment, no softener, no surface finish of any kind. Merino already does those things. Chemical finishes wash out, and a claim that expires after thirty launderings is not a claim we want to make.
03
Test it on the line, not in a lab
Every pattern goes to a panel of working line pilots for a minimum of one full roster cycle before it ships. The 6-inch inseam, the horizontal pouch entry, the offset side seam — all three came from panel notes, not from us.
Sourcing
Four stations. We can name all of them.
Our entire clip comes from four family-run stations in the New South Wales tablelands — Ardmore, Cullenbone, Yarraman Downs and Bright Creek. All four are certified non-mulesed and accredited to the Responsible Wool Standard, which covers land management and animal welfare across the full lifecycle, not just the shearing shed.
We contract two seasons ahead at a fixed floor price. That is unusual and it costs us money in a falling market, but it is the only arrangement that lets a grower invest in flock quality instead of chasing the auction.
Every garment carries a lot number. Enter it at checkout follow-up and you get the station, the season and the shearing date the fleece came from.
See the fibre specification- 4
- Named source stations
- 2
- Seasons contracted ahead
- 0
- Chemical finishes applied
- 61
- Airlines represented by customers
Flight-crew programme
15% for anyone who holds a licence.
Pilots, cabin crew, dispatchers, engineers and controllers. Verify once with a company ID, a licence, or a crew-scheduling screenshot, and the discount attaches to your account permanently — including on bundles, which are already discounted.
- Verification takes about a day. A person reads it, not a bot.
- It stacks with bundle pricing. The Five-Sector at crew rate is $350.
- Base and hub shipping. We ship to crew hotels and airline mailrooms in 40 countries.
- Squadron and fleet orders. Ten units or more, email us directly for terms.
Production runs sell out.
We make to the clip, not to demand. Leave an address and we will tell you when the next run lands — nothing else, roughly six emails a year.
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