As a young man in New Zealand, Jeremy Moon became fond of sheep. Wait a minute, let's start that again. As a newly minted cultural anthropologist making a living in market research, Jeremy Moon was given a T-shirt by a farmer in the Southern Alps of New Zealand and was asked what he thought of it. The T-shirt was not only remarkably soft, but it also refused to hold body odor. "It didn't look too good, but it felt amazing. And I kind of fell in love with the feeling of it," says Moon. The shirt was made of merino wool, and soon Moon was woolly-brained about merino.