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The Fibre of Choice

Merino wool is the fibre of choice for leading designers, premium apparel brands and discerning consumers across the world.
The Woolmark Company, through its Merino Wool. No Finer Feeling™ campaign, works with well-known designers and fashion houses, helping to promote Merino wool across the world – celebrating the natural fineness and luxury of the fibre.
The initiative is a fibre advocacy campaign addressing a new, younger generation of astute shoppers – establishing Merino wool as the fabric of choice for fine, contemporary fashion.


The Campaign for Wool

The Campaign for Wool is a global endeavour initiated by its patron, His Royal Highness The Prince of Wales, in order to raise awareness amongst consumers about the unique, natural and sustainable benefits offered by wool.Encouraging collaboration between an international community of woolgrowers, major fashion designers, retailers, manufacturers, artisans and interior designers, the Campaign has been instrumental in educating consumers about the versatility of wool, and reconnecting them with its myriad uses – From luxurious fine Merino knitwear to fire-retardant insulation for the home. Since its launch in 2010, The Campaign for Wool has influenced a new demand for wool on an international scale, and its efforts have seen an outstanding threefold increase in the price farmers receive for their wool. Every year, The Campaign for Wool stages Wool Week, a week long festival of events and workshops celebrating wool in all its guises. A listing of textile partners can be found on the Campaign for Wool site:



Purely Merino

Stocking a large range of Australian Merino-wool based garments:

Industry Organisations

Primary Producers SA

Australian Wool Innovation

Meat & Livestock Australia

Australian Meat Processor Corporation

Australian Wool Exchange Ltd (AWEX)

Australian Wool Industries Secretariat Inc

Australian Wool Testing Authority (AWTA)


State Departments of Agriculture

Primary Industries and Resources South Australia

Department of Agriculture, Western Australia

Department of Primary Industries, Queensland

NSW Agriculture

Department of Primary Industries, Victoria

Department of Primary Industries, Water and Environment, Tasmania