A gun industry trade show isn’t the first place you’d go to try wool socks, but that’s where we found ourselves on the final day of SHOT Show. My producer came across Lasting, an outdoors clothing company which makes 100% Merino wool in the Exhibitor map. We stopped by after visiting another nearby booth to see what they had to offer.

Every experienced outdoorsman I know swears by wool as the best material for socks for its moisture wicking and wearing properties. This includes sportsmen, military, and law enforcement, that attend SHOT or cater to that market. It’s surprising therefore, there are almost no outdoor clothing companies at SHOT.

Neither my producer or I were familiar with the Lasting brand. Our goal was to check out their products, especially their socks, and if they were quality, find out from the booth where online or which local retailers carried them. And boy, was I unprepared for what we experienced.

I believe wool is great for outdoor clothing (and many of my business suits are made of it). But I can’t wear wool without wearing a cotton base layer under it. My skin is unusually sensitive and typical wool will raise hives when it brushes against my bare skin, unless its Cashmere, even 100% Merino wool.

But I found out at Lasting that not all 100% Merino wool is the same. They only use 16.5µm thickness Morino wool thread which comes from the softer belly fur of Merino sheep. This makes their clothing feel more like silk or lycra than wool.

Yeah, I’ve heard similar claims about soft wool from clothing reps during Fashion Week in New York City, but my standard for soft is a lot higher than most. I was dumbfounded at how soft Lasting’s t-shirts felt. I’m wearing their t-shirt right now and I’ve never before been able to wear wool on my bear skin before this.

I never heard of Lasting before SHOT. I’m a Lasting fan now. But dang are they pricy. If you need a soft wool base layer, they are worth it.