The Wool Series from Sportscraft

Leading Australian lifestyle brand Sportscraft says it is proud to champion Australian Merino wool through its partnership with Woolmark, a collaboration that has spanned more than six decades. Sportscraft was the first Australian brand to become a Woolmark licensee back in 1964.

Sportscraft last month launched a new autumn/winter collection – The Wool Series – that contains a wide range of Woolmark-certified garments including jumpers, cardigans, polos and coats designed to provide comfort, style and longevity.

Sportscraft’s Woolmark-certified Sunshine Textured Stitch Cardigan made from 100% Merino wool (top image) and Juliette Boiled Wool Bomber (above).

Sportscraft has proudly supported Australian Merino wool through its long-standing partnership with Woolmark for more than 60 years. The brand highlights Merino wool's natural breathability, moisture-wicking properties, and unparalleled softness, making it an ideal choice for year-round wear.

The garments in the collection are available to purchase online on the Sportscraft website and in Sportscraft and David Jones stores across Australia.

Sportscraft’s digital and social media marketing campaign included a take-over of the Sportscraft website’s homepage, plus webpages telling the story of woolgrower Campbell Basnett on his farm (see below), a lookbook featuring The Wool Series, and an easy-to-follow guide on how to care for wool clothing. There are direct links throughout the website to the online store where customers can purchase the wool garments.

Sportscraft showcases wool-growing

Superfine woolgrower Campbell Basnett at Gunning in NSW features in Sportscraft’s marketing campaign.

The marketing of The Wool Series features third generation woolgrower Campbell Basnett of ‘Nerragundah’ at Gunning in the Southern Tablelands of NSW. His 6,000 sheep grow wool averaging 15.5 to 16 micron.

Sportscraft filmed on location at Campbell’s farm to capture firsthand the passion, innovation and sustainability that not only reflects his family’s proud legacy but is also driving forward the future of wool.

“Wool is a premium product and we’re proud to grow it.”

Campbell Basnett, woolgrower

“My grandfather bought the farm in 1966. It’s been Merino country ever since. I just like seeing what we're growing here go into a bale of wool, go to Sydney, be shipped off around the world, and then see the garments that it produces,” Campbell said.

The farm is a family operation, with Campbell, his wife and their three daughters all involved.

“I think the lifestyle keeps you passionate in the game. There’s something really special about raising your kids on the land. It teaches you patience, resilience – and you get to do it together,” he said.

Sustainability is central to the way the family farms – from carefully managed grazing to investing in genetic improvement.

“It’s about balance – looking after the land, improving the sheep, and keeping an eye on the future. Wool is a premium product and we’re proud to grow it. It’s a natural alternative to synthetics. It breathes, lasts longer, and it’s renewable.”

Through its six-decade partnership with Woolmark, Sportscraft continues to support Australian Merino wool and growers like Campbell – celebrating the craftsmanship and tradition that make this premium fibre an essential part of modern life.

More information: www.sportscraft.com.au

This article appeared in the Winter 2025 edition of AWI’s Beyond the Bale magazine that was published in June 2025. Reproduction of the article is encouraged.