Teri Ferguson-Roth has a goal: to teach the American public how to pronounce the name of her company.

UYN, which is short for Unleash Your Nature, is pronounced “win,” and is a premium Italian performance apparel brand. It was created in 2018 by Trere Innovation, a 60-year-old company founded by Luigi Redini that started out as a sock manufacturer and has since expanded into a variety of other products.

What sets UYN apart from other sports brands, Ferguson-Roth claimed, is that the product is made entirely from plant-based materials, which perform better than both synthetic and natural materials. The products wick moisture, are anti-microbial and don’t smell.

The company sells in 70 countries and operates 22 of its own stores around the world. Now it has opened its first store in the U.S. in Boston.

The 900-square-foot store on Newbury Street offers UYN’s full range of product for a variety of activities ranging from running and outdoor to fitness, training, cycling and winter sports.

“Boston was always the logical destination for UYN’s first U.S. retail location,” said Elia Redini, executive manager for the U.S. “It is one of the top American cities for sports fans and the city boasts a strong sports culture. From the recent Boston Marathon to the beginning of the spring hiking season across New England right now we wanted to embrace and support all the outdoor living that Boston is known for.”

Ferguson-Roth said UYN designs “for the nine-to-five and the five-to-nine athlete — those who pursue performance as a full-time job and those who just love to exercise.”

The bulk of the business centers around base layers, she said, that are made in Pennsylvania from Italian yarns. Socks continue to be a mainstay of the collection, including a popular five-finger (toe?) model. The brand also sells a variety of shoes for running, cycling, hiking and other activities.

“We say UYN is ‘From Sock to Shoe,’” Ferguson-Roth said.

In addition to its Boston store, UYN operates a website in the U.S. and has a wholesale business with customers such as Paragon Sports in New York and Performance Ski in Aspen. This fall, Free People will add its socks, Ferguson-Roth said.

In the U.S., she said the company will be focusing mainly on the ski market and will be leaning into its expertise as a sponsor of 10 national ski teams including Austria, Italy and France. It is already gearing up for the upcoming Winter Olympics in Milan and Cortina, Italy, next year, where it will be working with the team and its athletes.

Closer to home, she said UYN will be focusing on growing in the North American market. It plans on showing at the Chicago Collective menswear show in August in hopes of introducing itself to the specialty store market. And for spring 2026, it will introduce a new plant-based “urban active line,” she said, targeted to the yoga and Pilates enthusiast.

“Our goal is to have a mix of wholesale and our own stores,” she said. “We want to build brand equity through our flagship and work with wholesalers and introduce our product to the community.”