From the runway to the streets, Merino wool is witnessing an unprecedented global surge. Around the world, consumers are moving away from synthetics and embracing natural fibres that combine performance, comfort, and sustainability.
The past month marked the Australian wool market’s biggest price rise in 30 years, signalling strong momentum across the industry. Analysts attribute this rally to tight inventories, rising consumer demand, and renewed confidence in the supply chain. Australia’s Eastern Market Indicator (EMI) recently climbed 109 cents to 1,453 cents per kilogram — the highest since mid-2022. This increase reflects genuine, demand-led growth rather than limited supply. According to Woolmark, the shift is driven by sustained, authentic interest.
A global IPSOS survey reveals that wool now ranks among the top three preferred fabrics in fashion and sportswear. The fibre’s global value is expected to nearly double — from USD 34.9 billion in 2022 to 63.2 billion by 2033. Building on this momentum, Woolmark is collaborating with influencers across fashion, sport, and wellness to amplify wool’s natural performance and timeless appeal.
Timeless Wardrobes Over Throwaway Fashion
This season, style leaders are embracing Merino as part of a “fewer, better things” movement. Known for its softness, durability, and biodegradability, Merino wool represents fashion’s return to quality craftsmanship.
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In 1973, 75% of clothing was made from natural fibres. Today, 70% is synthetic, derived from fossil fuels.
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91% of consumers believe better-quality garments come from natural fibres.
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68% of luxury buyers now seek third-party sustainability certifications, with certified Merino earning a 15–30% global premium.
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Wool garments are three times more likely to be donated than synthetics, showing their long-term value.
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Wool featured prominently on Spring/Summer runways from Thom Browne, Chanel, Dior, Balenciaga, Victoria Beckham, Givenchy, and Celine.
Performance That Powers Sport and Wellness
Merino wool extends far beyond luxury fashion. Across social media, fitness creators are spotlighting its performance benefits. Leading sportswear brands — including On, Salomon, Tracksmith, Ciele, Patagonia, Lululemon, and The North Face — are launching Merino-rich collections. No longer just a winter fibre, Merino now defines year-round performance wear.
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A 2024 IPSOS Global Survey found that consumers value breathability, comfort, and durability — all strengths of Merino.
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Many also associate wool with quality and eco-friendly production, viewing it as worth the premium price.
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Research from North Carolina State University shows 100% Merino base layers perform 96% better than polyester in thermal comfort.
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At the US Open, Venus Williams wore a Merino kit by LUAR, proving its athletic potential.
A Natural Alternative for the Future
Gen Z and Millennials are rejecting synthetics and turning toward natural materials that align with wellness and sustainability values. From eco-influencers to resale platforms, Merino wool is now both a fashion and ethical statement.
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Merino wool is 100% natural, renewable, biodegradable, and the most recycled apparel fibre.
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Major brands such as The North Face, Under Armour, Mizuno, and Huckberry are using it for their A/W 25/26 collections.
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Online sales of premium wool products grew 34% year-on-year in 2023.
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At the Future Fabrics Expo 2025, 43% of industry voters identified circular fashion as the key opportunity — with wool at its core.
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A 2025 Norwegian study found 72% of consumers preferred wool over synthetics, reinforcing its growing appeal.
The Fibre That Delivers
“As citizens demand more from what they wear — comfort, performance, and responsibility — Merino wool is meeting the moment,” said John Roberts, Managing Director, Woolmark. “With leading influencers and brands embracing its story, demand is rising across fashion, sportswear, and lifestyle. It’s the fibre that truly delivers, naturally.”
