Wool is the original performance fibre. But as new materials came along, people got distracted by newer and shinier technology. We 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 fabric that frees you to live the life you were born to. WOOL. LIVE & BREATHE.

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. Natural, renewable and biodegradable, Merino wool is nature at its finest, being the most effective form of all-weather protection known to mankind for thousands of years.

Wool fibres are naturally breathable. They can absorb large quantities of moisture vapour and allow it to evaporate, making wool garments feel less clingy and more comfortable than garments made from other fibres. In contrast to synthetics, wool is an active fibre that reacts to changes in the body’s temperature, keeping the wearer comfortable. Accordingly, wool garments are one of the most breathable of all the common apparel types.

As much as 35 per cent of microplastics in the marine environment are fibres from synthetic clothing, entering the environment during use and shedding whilst washing.  By contrast, natural fibres such as wool readily biodegrade, offering a less impactful solution and demonstrating that through a responsible choice of what we wear, we can ultimately contribute to the long-term health of the planet.