It's been used to make suits, sportswear underwear and socks and now thanks to some Kiwi ingenuity, it's the core ingredient to a pair of shoes dubbed "the world's most comfortable shoe" by Time Magazine.
So what is it about the miracle fibre that has helped turn former All White Tim Brown from pro-footballer to successful businessman?
And why are the high country farmers who grow it so pleased that hipsters from Wellington to San Francisco are buying up these shoes as fast as they're made?
Story went to a farm near Cromwell in Central Otago to find out.
Watch the video for the full Story report.