Origins and Culture

Wool is one of the oldest natural functional fibers in the long history of human development. As early as more than 6,000 years ago, humans have been using wool to weave clothes.

From Stone Age, the primitive keep warm in the woolly skins of wild sheep; during the civilization of Babylonia where people first distinguished wool sheep from food sheep; there were definite signs of selective breeding for a superior fleece through Roman times, and wool has been widely accepted and promoted during the Middle Ages in Europe. Until the Industrial Revolution began in Great Britain, the British enclosure movement brought wool from small folk workshops to mass production in factories, and wool began to be formally introduced into people's lives.

In 1797, the first Spanish royal Merino sheep were brought to Australia by the British First Fleet to Botany Bay, where Captain Cook landed. Although these sheep had already evolved a fine fibre, further selective breeding by Australian farmers soon produced the authentic Australian Merino with its even finer wool.

From farm to Fashion

Australian Merino wool is natural, biodegradable and renewable. It has a natural soft touch and high resilience, which makes wool products have a unique texture. Therefore, it has played, and continues to play, a major role in international fashion. In the decade following the First World War, Coco Chanel reinvented the fashion rules and produced a dress from fine wool jersey; after World War II, another ‘New Look’ revolution launched by Christian DIOR used excessive amounts of wool fabrics in the design, which let the world fall in love with it!

YSL designer Yves Saint Laurent won first and third prizes in the dress category of the International Wool Secretariat competition in Paris while a young Karl Lagerfeld won first prize in the coat category. They have created many classic and fashionable wool ready-to-wear suits to transform the fashion world. Today, LORO PIANA, HERMES, LV, GUCCI, PRADA, FENDI and many luxury brands are huge fans of merino wool.

Production Management

Australia has the world's most advanced wool industry. Farmers have made great advancements in Merino wool production over the past two hundred years, including genetic selection, pasture improvement, nutrition management, animal welfare, biodiversity and environmental sustainability to ensure high-quality Merino wool available on the global market!

Today, 70% of the world's wool comes from Australia. There are over 50,000 Australian farmers and tens of thousands of ancillary workers, and over 20,000 professional wool graders working in the industry. The sheared fleece will be sorted with the laboratory test results attached and then transported to its final destination at the market. Most farms continue to be family owned and operated, with a great sense of pride to bring the perfect pure wool into our life.