From high-fashion runways to everyday streetwear, Merino wool is enjoying an unprecedented surge in global demand. As consumers increasingly turn away from synthetic, fossil-fuel-based materials, the shift toward natural fibres that combine performance, comfort, and sustainability has never been stronger.
The momentum is reflected clearly in the market. Over the past month, the Australian wool industry has witnessed its sharpest price rise in 30 years, driven not by scarcity, but by genuine and sustained demand. Australia’s Eastern Market Indicator (EMI) soared by 109 cents to 1,453 cents per kilogram—the highest since mid-2022—signaling renewed confidence and tight inventories across the supply chain. According to Woolmark, this uplift reflects real, long-term consumer preference rather than a temporary spike.
A recent global IPSOS survey reinforces this shift: wool now ranks among the top three most desired fibres in both fashion and sportswear. The fibre’s global market value is projected to nearly double, from USD 34.9 billion in 2022 to USD 63.2 billion by 2033, highlighting its rapid rise. Building on this momentum, Woolmark is collaborating with leading influencers, designers, and sports innovators to elevate wool’s natural performance story and expand its global footprint.
Timeless Wardrobes Over Throwaway Fashion
A growing “fewer, better things” movement is shaping modern fashion, and Merino wool sits at its core. Soft, durable, biodegradable, and luxurious, Merino represents a return to fashion’s roots, when natural fibres formed the foundation of every wardrobe.
Key insights supporting this shift include:
* In 1973, 75% of garments were made from natural fibres—today, 70% are synthetic.
* 91% of consumers believe high-quality garments are made from natural fibres.
* Certified Merino wool commands a 15–30% premium in global luxury markets.
* Wool garments are three times more likely to be donated due to their long lifespan.
* Merino featured prominently on recent Spring/Summer runways, showcased by Chanel, Dior, Balenciaga, Thom Browne, Givenchy, Victoria Beckham and Celine.
Performance Powering Sport & Wellness
The conversation around Merino wool is expanding rapidly into the world of sports, fitness, and wellness. Athletes, runners, and influencers are spotlighting its breathability, moisture management, odour resistance, and lightweight comfort qualities that outperform synthetic rivals.
Leading brands such as On, Salomon, Tracksmith, Ciele, Patagonia, Lululemon, and The North Face have introduced Merino-rich performance collections. Even on the global stage, Merino is making its mark—Venus Williams wore a Merino kit by LUAR at the US Open, proving its elite credibility.
Supporting research includes:
* IPSOS 2024 survey: consumers value breathability, comfort, durability, and lightweight feel—all natural strengths of Merino.
* A four-year study by North Carolina State University found 100% Merino base-layers performed 96% better than polyester in thermal comfort.
The Natural Alternative for a Conscious Future
Gen Z and Millennials key purchasing groups—are turning away from synthetic fibres and embracing materials aligned with values of wellness, circularity, and sustainability. Across social media, thrift culture, slow fashion advocates, and eco-influencers are positioning Merino wool as a responsible luxury.
Key global indicators show:
* Merino is 100% natural, renewable, biodegradable, and the most recycled apparel fibre in the world.
* Major brands such as Mizuno, Under Armour, Ciele, Huckberry, and The North Face are adopting Merino for A/W 25/26 collections.
* Online sales of premium wool products rose 34% year-on-year in 2023.
* At Future Fabrics Expo 2025, 43% of industry experts identified circularity as fashion’s biggest opportunity—with wool central to this vision.
* A Norway study found 72% of consumers preferred wool over synthetics, reaffirming the natural fibre advantage.
