Beneficial Merino

Merino wool is an active and versatile fibre naturally engineered for a modern world—it keeps you warm in cold weather and cool in warm weather. Unlike traditional wool fibres, Australia's modern Merino wool fibres are extremely fine and breathable, making Merino wool garments feel soft and luxurious against your skin.

In contrast to man-made petroleum-based synthetic fibres, natural Merino wool can easily absorb moisture as well as odour molecules generated from sweat, making them ideal for sporting and active daily wear. Additionally, Merino wool has natural elasticity and shape retention and is resistant to harmful UV radiation making Merino wool garments ideal for travel and a wide range of indoor and outdoor activities.

Merino wool fibres are naturally stain resistant and attract less dust and lint than synthetic fibres. Modern Merino fibres have been carefully selected to perform in a modern world which means that many Merino wool garments can now be machine washed and tumble dried.

Sustainable Merino

In today's modern world where our dependency on man-made and petroleum-based synthetic products is now being questioned, the natural fibre industries continue to provide sustainable and environmentally healthy alternatives. One of the world’s oldest and most desirable natural fibres, Australian Merino wool, is grown by sheep using just fresh air, grass, sunshine and water.

Modern Merino wool is grown by Australian Wool Network wool growers who are committed to preserving and protecting the environment in which their wool is grown for future generations. Additionally, Australian Merino sheep produce a new fleece every single year that is fully biodegradable, making wool a sustainable and completely renewable fibre.

Stylish Merino

From luxury designer pieces to contemporary street-wear, the most influential designers around the world adore Australian Merino wool. The superior handle and drape of Merino wool ensures that the finished product has ‘next to skin’ softness that elegantly and beautifully follows the form of the body.We're passionate about modern merino and it's rich wool heritage, connecting the fibre with modern day culture and style.

We're passionate about modern merino and it's rich wool heritage, connecting the fibre with modern day culture and style.