When it comes down to it, few fibres are as wonderful to wear as Australian Merino wool.

Its delicate composition and natural properties come together to offer consumers a multitude of benefits beyond a garment’s mere appearance.

Soft, comfortable and breathable, Australian Merino is a highly efficient insulator, keeping the wearer cool and fresh in hot temperatures, and toasty warm in colder weather. Wool also has the innate ability to both absorb excess moisture as well as repel large quantities of liquid, which means Merino can minimise odour and resists soiling. These properties make Merino particularly suited to the sportswear and undergarment markets.

And of course, Australian Merino translates into luxurious, resilient textiles with low wrinkle and superior drape, which helps explain why the fibre is so highly sought-after by many of the world’s leading manufacturers, designers and retailers.

In order to maximise the international demand for Merino, AWI invests in identifying fashion trends and in understanding consumer behaviours, to communicate the unique benefits of Australian Merino wool.