The increasing global preference for natural, eco-friendly and organic products has driven demand for environmentally assured Australian Merino wool.

natural. biodegradable. sustainable.

Environmentally assured Australian Merino wool

Today you cannot make a decision without thinking of the repercussions for the environment. This goes for lifestyle decisions regarding your food, car, plane ticket - even your clothing.

We are all aware of the current and growing concerns regarding climate change, the environment, carbon emissions, our own ecological footprint, and local and global impact.  As such ‘green’ fashion is growing in popularity throughout the western world and iconic brands and new companies are opting for textiles that leave a minimal ecological footprint

But where does Australian Merino wool fit in this story?

The swing towards eco-friendly products brings opportunities for the global textile industry, and for their part, Australian woolgrowers. After years of rampant consumerism, active and informed consumers are insisting on greater integrity and authenticity in the products they buy.

Research conducted by AWI strongly supports the importance of this emergent sector. A sentiment survey of 22,000 consumers in 11 key markets indicates a significant consumer market segment with a preference for natural, organic products.

UK retail giant Marks & Spencer recently announced a five-year, £200 million eco-plan that forecasts that organic wool and cotton apparel sales will triple.

“What about organic Australian Merino?”

We are often asked this question by retailers and suppliers and our reply is simple. What do you mean when you say “organic?” Because if you mean a totally natural and renewable fibre, that is grown and harvested with very little or no use of synthetic chemicals, then we have that already.

AWI does not use terms like “eco” and “organic” simply because our fibre is made naturally from the combination of sunlight, water and grass. Australian Merino wool is natural, biodegradable, and sustainable (NBS), making it an ethical choice for consumers.

Naturally Australian Merino: It comes with the Territory

Merino is a naturally luxurious and high performance fibre that has evolved over time to create one of the most effective forms of all-weather protection against the elements known to man. Nature designed the Merino fleece to protect from the wind, rain, and in Australia’s case, extremes of our fierce summer heat and sunshine, and alpine cold. No man made fibre can come close to replicating Merino’s naturally occurring combination of attributes.

Your Natural Fibre Choice

Refined over time the Australian Merino fibre is inherently natural, biodegradable and sustainable*.

Natural

Australian Merino is a natural fibre. The Merino fibre has evolved over time to become one of the most effective natural forms of all-weather protection known to man.

Biodegradable

When a natural Merino wool fibre is disposed of it takes only a few years to decompose. Most synthetics on the other hand, are extremely slow to degrade.

Sustainable*

Every year Australian Merino sheep produce a new fleece, making Merino wool a renewable fibre source. Australian woolgrowers actively work to improve efficiency and care for natural resources, endeavouring to make the Australian wool industry sustainable for future generations.

Wool - from fleece to fabric

AWI has engaged the Australian Commonwealth Scientific and Industrial Research Organisation to conduct independent research on the “Environmental Pathway” - the processes required to transform wool from fleece to fabric. AWI will work in countries such as India, Bangladesh and China to look at improving the wool textile production and corporate social responsibility practices from chemical, dye and energy use to ethical labour practices.

Australian Merino wool is the premium natural fibre solution. Consumers can buy authentic, natural Australian Merino with confidence, knowing it is the eco-friendly choice.