The future of fashion

Wool is the original performance fibre. But as synthetic alternatives came along, people forgot about wool.

We forgot how important it is for our skin to breathe. It’s time to help the world remember that thousands of years on, there’s still only one natural, breathable fibre that frees you to live the life you were born to.

Wool. Live and Breathe.

In a world dominated by man-made, shiny plastics, it’s easy to lose sight of the wonders of Mother Nature. The rapid growth in demand for technical textiles has significantly boosted wool’s prominence in the sportswear industry and the fibre’s naturally inherent qualities – such as effective odour control, superb breathability and moisture management properties – cannot be matched by any man-made fibre, protecting the wearer from temperature extremes, from sea level to mountain top.

As the original performance fibre, wool is 100% natural, renewable, biodegradable and the most reused, recycled apparel fibre on the planet. ‘Comfort’ and ‘breathability’ are the most important attributes people look for when buying sportswear, which is currently the fastest growing sector of the $1.7 trillion global textile business, and science is showing that wool is one of the most breathable fibres.

In contrast to synthetic fibres, wool is an active fibre that reacts to changes in the body’s temperature during exercise. In warm environments, wool can feel up to two times cooler to touch than synthetic fibres, as it naturally moves heat away from the skin. Wool can absorb up to 35% of its weight in moisture vapour before feeling wet and clinging to the skin; a significant benefit in wearing wool versus nylon or polyester gear during physical exercise.

Recent innovations with Merino wool in the sportswear category are contributing to significant growth across activewear including base and outer-layers, footwear, insulated products for hiking, skiing and climbing as well as new innovations in wearable technology for temperature regulation.

Once the fibre of choice for athletes worldwide, the introduction of cheap synthetics saw people turn their back on wool. Yet now, a new generation of consumers are expecting more from their purchases, and Merino wool’s combined performance properties and eco-credentials are primed to meet these expectations.

Learn more: visit to discover how you can live lighter and breathe deeper.

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