Thanks guys, not so much tricks here :] First i searched for a felt texture, found a really good one at
wildtextures. Then fed this texture to Knald and made normal map from it. Also made height and AO textures as well. CrazyBump, NDO, B2M or other similar program can be used here. Even Photoshop. Material itself is very simple and it looks pretty good, especially at front facing angles. At glancing angles it's very flat and CGish though. Displacement can help a great deal here, but still not very convincing, especially in close ups. So i swapped displacement with simple spline modeled fibres, scattered all over model with CoronaScatter and view instantly became much more realistic. Fibres material is extremely simple - CoronaMultiMap in instances mode in diffuse map and transluceny from 0,3 to 0,8 depending on what look you want to achieve. Less translucency shows fibres colour better, more translucency helps to better blend in fibres with felt material and looks very nice in contrary light. As an added benefit, fibres can help to mask shadow terminator problem, from which this material suffers quite badly, due to fine and strong normal map. Additionally i added falloff map to scatter's density slot, to steer more fibres in areas where they needed most. Unfortunatelly CoronaScatter refuses to respect color map curve adjustments, so it's hard to fine tune distributin. AO doesn't work here too, in case someone wants to try it :]