Featuring a lush visual style and ever-growing collection of informative resources, Merino.com is designed as the authoritative online source for information on Australian Merino wool. It primarily targets style-conscious consumers looking for innovative and contemporary design where the employment of natural fibres such as Australian Merino wool is paramount to the quality of the garment.

Merino.com serves to educate consumers about Australian Merino wool from its beginnings in Australia over 200 years ago through to modern day practices in responsible farming and environments, whilst espousing the numerous unique qualities that put this fibre in a league of its own.

The website also aims to raise the profile of Australian Merino as a leading fibre in the Fashion industry. It has become the textile of choice for many fashion designers today, not only due to its versatility and superior functionality, but also the inspiration these qualities can provide to designers, as attested to by influential fashion alumni Alessandro Benetton and Margherita Missoni.

Merino.com also features sections devoted to Active Wear and Mothers & Babies, both of which illustrate how the benefits of Australian Merino extend beyond how it looks and feels, but also proves to be more resilient, odour-resistant, safer, and can even improve sleep!

Ultimately, AWI’s aspiration for Merino.com is to inspire consumers to choose Australian Merino wool as their primary clothing and textile option. Beyond providing the personal benefits, this choice is also directly supporting Australia’s Merino wool industry whilst creating a relatively negligible environmental impact compared to other synthetic fibre production.

Visit the website at http://www.merino.com