New Woolmark-certified base-layers in Korea

Sierra Designs was founded in 1965 in California, USA, and has since expanded into markets across the world, including South Korea. In August, Sierra Designs launched a Woolmark-certified collection of short-sleeve and long-sleeve tops, hoodies and accessories in South Korea.

The launch was accompanied by a two-week online and instore marketing campaign, with in-kind support provided by Woolmark.

New wool-rich garments promoted by outdoor lifestyle brand Sierra Designs in South Korea 

In its marketing campaign, Sierra Designs highlighted how the Merino wool in its garments makes them suitable for use during all four seasons of the year. It emphasised the thermo-regulating, moisture-wicking, breathable and odour-resistant qualities of Merino wool.  

Notably, the campaign referred to the new dynamic breathability research results from Woolmark (see this article) – research that proved how well Merino wool base-layer garments adapt to changing conditions: managing heat and moisture when the body is working hard, and preserving warmth when activity slows or stops. As Sierra Designs states on its website, the Merino wool “provides excellent body temperature regulation, allowing you to remain comfortable even in changing environments”. 

Extract from a 70-second AWI video explaining how Merino wool helps wearers maintain thermal equilibrium during both exertion and rest. The video, which has received more than one million views on YouTube, is included on the Sierra Designs website. 

AWI Regional Manager Japan & Korea, Samuel Cockedey, says Sierra Designs, like many Korean sports and outdoor brands, are very interested in the natural benefits of wool and wanted to introduce it to consumers as a new material choice. 

“Sierra Designs had not previously used wool in its products. However, it was inspired to use wool after meeting with our Korean team and learning more about the benefits of the fibre in outdoor sports,” Samuel said. 

“Woolmark in Korea introduced Sierra Designs to supply chain partners that produce the yarn and fabric that the brand was looking for. We also provided in-kind marketing support to Sierra Designs for its product launch. 

“The fact Sierra Designs were interested in the dynamic breathability aspects of Merino wool and chose to highlight it in their marketing is testament to the value of AWI’s investment in scientific research that proves wool’s benefits.” 

Sierra Designs is owned by Exxel Outdoors, one of the largest privately-owned companies in the outdoor sports industry. In Korea, Sierra Designs was launched in 2022 through a licensing agreement with Hilight Brands which also manages brands such as Diadora, Kodak Apparel, and Malbon Golf. The Korean operation of Sierra Designs also manages the company’s activities in China and Taiwan and plans to soon enter the Japanese market. 

“We hope that this initiative with Sierra Designs will inspire other sports and outdoor brands in the region to introduce Merino wool into their product lines,” Samuel added. 

More information: www.sierra-designs.co.kr  

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