manufacturers from smart wool to lulu lemon, patagonia to north face, doubt the durability, breathability, moisture wicking, and odor-reducing qualities of their merino products. but a this magic comes at a cost. >> it's a lot more expensive than a synthetic fiber so it took awhile for people to get hold of the benefits. >> reporter: now that they've caught on, shoppers who no longer fear the itch and have made the switch can snuggle up in cozy merino from head to toe, and yes, everywhere in between. >> i think of wool, i think of really thick, itchy blankets, i think of sweaters. but you guys make so many different types of products, including underwear. >> yeah, exactly. check it out. >> you're going to show us. >> you look at how fine -- of course you can -- how fine that is. i mean, it breathes. it doesn't smell. it doesn't hold odor. it's great for wicking moisture. not that it's a personal problem for me. >> of course not, of course not. >> we've had people write back to us and say, i wore your product nonstop for 40 days without having a chance to wash it. i was on an expedition th

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