102 Wooster St.
The New York flagship of this outdoor outfitter sells activewear and winterwear made from merino wool imported from the brand’s home country of New Zealand. The store is spacious and cleanly lit, with men’s and women’s sections separated by a small area filled with items for children. The staff is enthusiastic and knowledgeable and can happily point outdoor enthusiasts in the direction of anything from jogging socks and underwear to outwear, hats, and gloves. They’re also well informed about the many benefits of merino wool—not only is it soft, it is also antibacterial (an especially valuable quality for the socks, as it prevents them from smelling), it breathes in warm weather and insulates in cold weather, and it absorbs moisture naturally without any synthetic additions. As for those concerned with sustainability, every item comes with a bar code that can be used to trace the wool all the way back to the farm it came from in New Zealand.