A business built on trust

In the Southern Tablelands of New South Wales, the quiet town of Crookwell is home to one of Australia’s most enduring family businesses.  

For almost 300 years, the Lindner family has been making socks crafted using premium Australian Merino wool, trusted by generations for its natural warmth, breathability, and durability. 

Inside the Lindner Sock factory, knitting machines hum steadily, producing between 300 and 400 pairs a day.  

The process blends traditional craftsmanship with modern technology, but the heart of the business hasn’t changed.  

Tenth-generation sock maker Andrew Lindner says the key to their success isn’t clever marketing or fast fashion. It’s something simpler. 

“Everything we do — sales, workmanship, customer service — comes down to trust,” Andrew said.

That trust begins with the wool itself.

Lindner Socks works closely with Australian growers to source high-quality Merino, specifying exactly the fibres they need — from 17 to 19 microns — to achieve the right balance of softness, strength, and performance.  

For Andrew, using Australian wool isn’t just about quality; it’s about connection and transparency. 

“People want to know where their clothing comes from,” he said.

“When you work directly with growers and keep production local, customers can trust what they’re buying.” 

Over the years, Lindner Socks has built a reputation for products that last.  

Their Heritage Sock, a thick Merino work sock designed for durability, hasn’t changed in over three decades and remains their bestseller. 

“We call them our ‘concrete socks’,” Andrew said.

“They’re almost indestructible, and people still come in asking for them by name.” 

Online sales have now become the factory’s biggest driver, with more than 1,000 pairs shipped each week.  

Customers order from across Australia and beyond, drawn to the reliability of Lindner’s products and the personal service that sets them apart. 

Even in an era of automation, the business insists on keeping things human.  

Every online order comes with a local phone number, and every customer query is handled by a real person who knows the product inside and out. 

“You can’t forget the human side of business,” Andrew said.

“If there’s a problem, we fix it. People remember that.” 

Trust, Andrew believes, is also tied to quality. While cheaper, imported alternatives exist, he says more customers are returning to natural fibres and products made to last. 

“Quality and trust go hand in hand,” he said.

“You can buy something cheaper, but if it fails, it costs you more in the long run. People are realising that investing in Australian wool is worth it.” 

The Lindner Sock Factory isn’t just making socks; it’s helping people reconnect with the origins of what they wear.  

Visitors often tour the factory, watching socks take shape from skeins of Merino wool, and leave with a deeper understanding of the process — and the people behind it. 

For Andrew, that’s what sets Lindner apart. It’s not just about producing something to sell; it’s about creating something customers can believe in. 

“At the end of the day, it all comes back to trust,” he said.

“Trust in the product, and trust in the people selling it.”