Wool has enjoyed special treatment at the world’s largest sporting goods trade show, ISPO in Munich, Germany. This image from ski garment manufacturer Mover is a true reflection of the growing knowledge and appreciation for Merino wool in the active/outdoor sector.

Held earlier this month, ISPO drew more than 64,000 visitors from 117 countries, a new all-time-high in visitors which reflects the positive mood at the fair and the trust that business is growing again.

The move to wool has also been seen at recent winter trade fairs in the United States, where Merino wool also featured heavily in the ranges of top outdoor retailers.

AWI global manager sports/outdoor Lars Ulvesund also attended the Outdoor Retailer fair in Salt Lake City and the Snow Show in Denver.

“We are in a very competitive market here but the natural advantages such as breathability, next-to-skin comfort and technical performance of Merino wool are increasingly being recognized in this important garment sector. We are looking at younger consumers in this market and in most cases this is a new experience to them. They see wool as a “new” interesting product but are also aware of its natural provenance and authenticity,’ Lars added.

Not only is Merino wool being used in the latest next-to-skin and second layer garments but innovative companies such as market leader The North Face is now using wool in a more novel way, with one of their latest backpacks using pure Merino wool, which the company says has been ‘roadtested by sheep’.

Other companies such as the Spanish company Buff are using Merino wool in headwear while Swedish company Isbjorn’s customers have been thrilled with the performance and softness of Merino wool in children and infants clothing.

The Swiss brand Apani is heavily promoting their new Merino collection.

Many of these products involve MerinoPerformTM fabrics, the second generation of the Sportwool technology developed about a decade ago.

	The Spanish company Buff showed their new range of Merino multi-functional headwear in the U.S. and Europe.
	Camilla Schmidt – Isbjörn, Europe ‘We have been using the MerinoPerform Advantage fabrics for kids and this year we have extended the range also to baby wear. Having Merino next to the skin and the functionality you get with that makes it a perfect product both for kids and babies. The customers love it.’
	NAU U.S. - Mark Galbraith ‘Merino works so well for us right now so we don’t even bother thinking about using synthetic fibers in these garments.’
	Sonny Puryear, AWI USA holding The North Face “tree hugger” back pack made in 100% Merino. The North Face also showed many nest-to-skin garments in Merino.
	Petra Gutmann, Apani. Switzerland “Our collection combines purist design with high quality natural fibres and modern functionality a lot of our customers ask for Merino products. They are convinced of the quality and technology. Our Merino next-to-skin garments use very fine Merino wool.”
	Trond Sleipnes, Devold, Norway “More than 150 years ago, we started up doing caps in wool. Today, our biggest range is next-to-skin garments in Merino wool. When they feel our 100 % merino wool next to their skin, the customers’ response is that this is extremely soft and comfortable. The strong trend for Merino has made our business grow extremely fast during the last years.”