OUR STORY

From the trails of Canada to wherever the path leads next. GoodSheep began with a love for hiking, wild places and the simple things that make being outside better. Our idea was straightforward: take one of nature’s best-performing fibres and turn it into everyday essentials made for the trail.

Good wool. Good company. A good reason to keep going.

HOW IT STARTED

Two people wearing knit beanies walking through a field at sunset
Two people wearing knit beanies walking through a field at sunset

It started with hiking. Long days outside have a way of showing you what works and what doesn’t. Temperatures change. The wind picks up. You sweat on the climb and cool down the second you stop. We wanted gear that could keep up without feeling overly technical or complicated. Then I met John Williams. We call him Woolly.

Woolly shared our appreciation for a material people have trusted outdoors for generations: wool. Somewhere between conversations about the trail, cold weather and what makes a genuinely good piece of gear, the idea behind GoodSheep started to take shape.

Instead of trying to reinvent outdoor clothing, we decided to go back to something that already worked remarkably well. Merino wool.

Mountain sunrise above a sea of clouds
Mountain sunrise above a sea of clouds

The more time we spent outside, the more sense it made. Merino stays warm when the temperature drops, breathes when the climb gets harder and stays comfortable when the weather changes halfway through the day.

It was exactly what we were looking for. So we started GoodSheep around a simple idea: Make fewer things. Use better materials. Make them ready for the places we actually want to go.

Our Merino wool comes from New Zealand, and our products are designed and made here in Canada. From the first trailhead to the top of the mountain, everything started with the same question:

Would we want to bring this on the hike?

“THE BEST GEAR IS THE STUFF YOU FORGET YOU’RE WEARING.”

Zain Benoit, Co-Founder

Two people wearing knit beanies standing in a field under a blue sky
Person wearing a grey knit beanie walking through a city street
Orange camping tents pitched in deep snow at dusk
Group of hikers resting together on a rocky mountainside
Person wearing a grey knit beanie and red plaid shirt beside a rocky lake
Two hikers standing on a mountain trail overlooking a forested valley
Person wearing a dark knit beanie looking across a lake at sunset
Person in an orange jacket sitting beside rushing mountain water and rock cliffs
Person wearing a yellow knit beanie overlooking a turquoise alpine lake and mountains
Group of people organizing outdoor gear beside a trailer in snowy winter conditions

AND NOW

What started with hiking has grown into GoodSheep.Today we make Merino essentials for cold trailheads, windy ridgelines, weekend walks, long trips and everyday life between adventures. We are still drawn to the same things that brought us here in the first place: natural materials, simple design and spending more time outside. No unnecessary technology. No complicated promises.

Just products we believe in, made from a fibre that has already spent thousands of years figuring out how to handle the outdoors. Just Good Wool.

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Merino sheep grazing in a mountain landscape

Transparency

We partner with the world’s best in Wool manufacturing to ensure quality, transparency, and ethical production. We are leading the charge in future-proof apparel.

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Hiker wearing winter gear on a snowy mountain trail

Merino Performance

Merino Wool is at the centre of everything we do. It's nature's performance fibre. Merino keeps you cool when it's hot, warm when it's not, and smelling fresh from first chair to last round.

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Close-up of soft natural merino wool fibres

Merino Science

Merino Wool is 96% better than polyester at sweat management. It adapts in ‘stop-go’ sports to keep your microclimate dialled - warm when you’re standing still, dry when you’re pushing hard.

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