Why Jim Gall believes wool's best days are still ahead

"No one’s sold any wool until somebody buys a sweater."

It is a simple observation, but one that has stayed with RB Sellars CEO and woolgrower Jim Gall throughout his career.

This quote speaks to a reality that can sometimes be overlooked at farm level.

Wool’s journey does not end when the bale leaves the farm gate. Its ultimate success depends on consumers choosing wool products over competing fibres.

For Gall, that connection between grower and consumer is one of the most important conversations facing the Australian wool industry today.

A fifth-generation woolgrower from north-east Victoria, Gall occupies a unique position within the supply chain. He understands the challenges of producing wool, but also spends his days working with brands, retailers and consumers.

That perspective leaves him optimistic about the industry's future.

In fact, he believes Australian wool is entering one of its most exciting periods in decades.

"Stay passionate," Gall said.

"Forget about the gold rush — this is going to be the wool rush."

Reconnecting growers and consumers

Gall believes woolgrowers have, for too long, been disconnected from the people ultimately purchasing wool products.

While enormous progress has been made in production efficiency, genetics and quality, he believes there is still significant opportunity to better understand what consumers want and how they view wool.

"I think growers have, for too long, been removed from the consumer," he said.

"The sheep-to-shop experience is important because it helps farmers understand what consumers value and what they expect from the products they buy."

Today's consumers are asking different questions than previous generations.

They want to know where products come from, how they are made and whether they align with their personal values.

Traceability, provenance, sustainability and authenticity are increasingly influencing purchasing decisions.

"I think consumers today want to know not just that they're getting a good product and a quality product at the right price point, but that it comes from a place with integrity and authenticity," Gall said.

Australians are becoming more interested in where their food comes from and, increasingly, where their fibre comes from.

For wool, Gall sees an opportunity to strengthen those connections and tell the stories behind the fibre.

That means showcasing the farming families, regional communities and production systems responsible for growing some of the world's finest wool.

"Ninety-eight per cent of all farms in Australia are farming families," he said.

"They're not corporate. They're mums and dads and kids and grandparents."

Wool beyond the jumper

One of the greatest challenges facing wool is overcoming outdated perceptions.

For many consumers, wool is still associated with heavy knitwear, itchy jumpers or formal suiting.

Gall believes those perceptions no longer reflect the reality of modern wool products.

"I think a lot of consumers see wool and have seen wool in the past as being knitwear and jumpers," he said.

"That market is important and needs to continue but seeing how wool can be used in different ways really demonstrates its versatility."

This thinking sits at the heart of RB Sellars' recent partnership with Woolmark and the development of a Merino performance wear range designed specifically for Australian conditions.

The concept emerged after the company successfully transitioned its cotton products to traceable Australian cotton and began examining how wool could be applied in practical, everyday workwear.

Rather than focusing solely on traditional wool garments, Gall looked to the hiking, adventure and sportswear sectors for inspiration.

Base layers, in particular, stood out.

"We wanted to look at how we could make Merino wool relevant and durable for Australian work conditions," he said.

"Farmers are spending less time in the paddock, more time in tractors and more time in machinery, and they want to be able to move comfortably between those environments."

The result is a growing category that positions wool not simply as a fibre, but as a performance material.

"Farmers are athletes. People forget this. Their output is enormous."

— Jim Gall

Farmers are athletes

One of Gall's most compelling observations is his view that farmers have traditionally missed out on the sort of innovation seen in sports and activewear.

While elite athletes benefit from continual improvements in performance clothing, many agricultural workers still rely on relatively unchanged workwear.

For Gall, that presents an opportunity.

"I've been crutching this week and four runs in a day is pretty exhausting," he said.

"Farmers are athletes. People forget this."

Once viewed through that lens, the role of clothing changes.

The focus shifts towards comfort, breathability, durability, temperature regulation and productivity.

"Developing products that support that productivity is a really important concept for us," Gall said.

Importantly, he sees workwear as just one of many emerging opportunities for wool. 

Sportswear and outdoor apparel have already demonstrated wool's performance credentials. Workwear could represent the next major category.

"I think workwear is a huge opportunity for wool," he said.

"There has been a lot of innovation in design and fabrics, but very little innovation around fibre."

For an industry seeking new demand channels, that presents exciting possibilities.

Nothing beats nature

Gall's optimism extends well beyond workwear.

In attendance at the Natural Fibres Forum, he observed strong interest from global brands looking to better understand wool and cotton.

The event brought together brands, manufacturers and industry leaders at a time when businesses are reassessing their supply chains and material choices.

According to Gall, the conversation increasingly centres on natural fibres.

"This global shock has created a recalibration for businesses about where they source their products from and what they should be backing in the future," he said.

"Should we be backing synthetics? Should we be backing natural fibres like cotton and wool?"

His view is clear.

"Nothing beats nature."

Consumers are becoming more aware of biodegradability, waste, longevity and product performance.

Natural fibres offer compelling advantages across each of these areas.

"When people understand how products degrade over time and the benefits of natural fibres, they see the value," Gall said.

"The feeling of having wool and cotton close to your skin is nothing better."

For woolgrowers, these trends represent far more than a sustainability discussion.

They represent future demand.

Confidence returns to wool

Perhaps the most encouraging part of Gall's outlook relates to confidence.

After several difficult years, he believes positivity is returning across the wool sector.

Importantly, he sees that confidence reflected not in sentiment, but in investment.

"The best indication of confidence is when people start investing in infrastructure," he said.

Across regional Australia he is seeing producers invest in yards, shearing sheds and productivity improvements.

These investments are only possible when businesses believe in the future.

"You can only do that when you're in the black and you've got capital to invest," he said.

Higher wool prices are also encouraging renewed optimism.

While rising prices increase input costs for brands, Gall views that as a positive signal.

"Most brands would probably say that's a bad thing. We think it's a good thing," he said.

"It's showing us that, at the farm gate, this is going to be a sustainable industry."

A sustainable farm sector creates benefits throughout the supply chain.

It supports investment, quality, consistency and long-term product development.

For brands such as RB Sellars, that stability is essential.

"We're going to have better quality wool, a more consistent supply of wool and more factories engaged in understanding wool better because they're going to be making more products from wool than they've ever made before."

A uniquely Australian advantage

Gall remains convinced that Australia holds a remarkable position within the global wool industry.

While other producing nations contribute important volumes, Australia's reputation for quality and efficiency remains unmatched.

"There are only a few things Australians are extraordinary at," he said.

"But one thing we're exceptionally good at is producing wool."

Australian growers continue to produce some of the world's most sought-after fibre under highly efficient production systems.

Combined with growing global interest in natural fibres, Gall believes that creates a significant competitive advantage.

Factories are increasingly sourcing wool directly from the market.

Brands are looking for natural fibre solutions.

Consumers are becoming more aware of product origin and performance.

Taken together, those signals point towards opportunity.

"I think the market dynamics are in our favour," Gall said.

"The immediate future is bright, the medium-term future is brighter, and the long-term future is secured for wool."

For an industry that has weathered significant challenges, it is a message worth hearing.

And perhaps Gall's final observation is the one growers should remember most.

"Be progressive, be passionate about wool," he said.

"Because our best times are yet to come."

THE YARN

RB Sellars celebrates wool

"Built for work, worn for life" is the RB Sellars motto and a perfect fit for the Merino wool campaign with Woolmark. RB Sellars CEO and woolgrower Jim Gall speaks about his optimism for wool and the celebration of our natural fibre as part their popular clothing range.

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This article appeared in the AWI Woolgrower Newsletter July 2026. Reproduction of the article is encouraged and should be attributed as follows: This article was first published in the AWI Woolgrower Newsletter.