Merino wool is witnessing remarkable global demand as consumers increasingly reject synthetic fibres in favour of natural materials that offer high performance, comfort and sustainability. From high fashion to everyday wear, Merino is reshaping wardrobes worldwide.
In the past month, the Australian wool market recorded its largest price increase in three decades, reflecting strong, genuine demand. The Eastern Market Indicator (EMI) rose 109 cents to 1,453 cents per kilogram, the highest since 2022. Analysts emphasize that the surge is driven by true market needs rather than supply shortages. Research from Woolmark highlights that this momentum is rooted in sustained consumer preference.
Merino wool now ranks among the top three preferred fibres in both fashion and sportswear, according to a global IPSOS survey. The global wool market is projected to expand from USD $34.9 billion in 2022 to $63.2 billion by 2033. Woolmark is collaborating with influential figures across fashion, sports and wellness to strengthen this growth and spotlight wool’s natural performance advantages.
A shift toward lasting, responsible wardrobes
Designers and consumers alike are embracing Merino as part of a movement toward durable, high-quality garments.
• In 1973, 75% of clothing was made from natural fibres; today nearly 70% is synthetic (Changing Markets, 2023).
• 91% of consumers believe high-quality apparel is crafted from natural fibres (Cotton Incorporated, 2021).
• Certified Merino commands a 15–30% price premium, with 68% of luxury buyers prioritizing sustainability labels (PM Market Research, 2023).
• Wool garments are donated three times more often than other fibres (Nielsen, 2019).
• Wool featured prominently on recent SS runway collections from Dior, Chanel, Balenciaga, Givenchy, Victoria Beckham and Celine.
Performance powering sports and wellness
Merino continues to gain momentum in athletic apparel, driven by performance benefits and influencer advocacy. Leading sports brands including On, Salomon, Tracksmith, Ciele, Patagonia, Lululemon and The North Face have expanded Merino-rich collections.
• A 2024 IPSOS survey shows consumers choose sportswear for breathability, durability, lightweight feel and comfort — all strengths of Merino.
• A four-year North Carolina State University study found Merino base layers perform 96% better than polyester in thermal comfort and moisture control.
• At the US Open, Venus Williams competed in a Merino kit designed by LUAR.
A natural fibre for the future
Gen Z and Millennials are driving a cultural shift from fast fashion to responsible consumption. Merino’s natural, biodegradable and recyclable properties are central to this movement.
• Merino wool is 100% natural, renewable, biodegradable and the most recycled apparel fibre.
• Online sales of premium wool products rose 34% year-on-year in 2023 (AWI Market Intelligence).
• At Future Fabrics Expo 2025, 43% of industry respondents identified circularity as the biggest market opportunity.
• A Norwegian survey found 72% prefer wool and 63% prefer cotton over synthetics (Fibers, 2025).
The fibre that delivers
“As citizens demand more from what they wear — comfort, performance, traceability and responsibility — Merino wool is meeting the moment,” said Woolmark Managing Director John Roberts. “With leading influencers and brands alike embracing its story, it’s no surprise demand is rising across luxury fashion, sportswear and lifestyle. It’s the fibre that truly delivers, naturally.”
