Ever heard of a ”granola” or ”treehugger”? Those names refer to people we mockingly think about as very eco friendly. We imagine them being hippies, living in huts, wearing thick woollen socks and making everything themselves. Although we mock those stereotypes, we are always very thankful that they paved the way for an eco friendly and vegan lifestyle. In Holland we call them a ”goat wool sock”. Our store is literally translated ”goat wool shop” to celebrate the organic, eco and vegan lifestyle that is associated with this term.