Wool may be just 0.9% of the global fibre market, but that only highlights the opportunity. Natural fibres like merino outperform synthetics on nearly every front—breathability, durability, biodegradability, and impact. They just need to be done right. To grow acceptance, we focus on showing—not telling. We show why Merino needs less washing. Why it lasts longer. Where it comes from. Who’s behind it. How it’s made.