Let’s Rethink What We Thought We Knew About Wool

Let’s rethink what we thought we knew about wool. Wool is often misunderstood. What was once seen as heavy, itchy or old fashioned is now light, sculptural, breathable, even seasonless. As with all natural materials, the truth lies in the detail, how it’s grown, how it’s handled, and who stands behind it.

We’ve taken a closer look at ten enduring myths, and unravelled them, one by one. From sustainability to softness, from care to performance, this is wool, reimagined.

1. NOT JUST FOR WINTER.

Wool is often cast as a cold weather fibre, but this couldn’t be further from the truth. Thanks to its natural breathability and moisture wicking properties, superfine Merino adapts to your body, keeping you cool when it’s warm, and warm when it’s cool. It’s a fibre for the in between seasons, the quiet shifts in weather, the layered life.

2. ITCHY? NOT ANYMORE.

Gone are the days of scratchy jumpers. Modern superfine Merino wool, especially below 19 microns, is soft, supple and smooth against the skin. Light enough for underlayers, luxurious enough for knitwear, and gentle enough for even the most sensitive wearer.

3. SHRINKS? ONLY IF YOU MISTREAT IT.

Wool has a reputation for shrinking, but most modern pieces are preshrunk, superwashed or clearly labelled for care. Follow the washing instructions, use gentle cycles or hand wash, and your garments will retain their shape and structure beautifully. It’s about care, not compromise.

4. HIGH MAINTENANCE? HARDLY.

Wool is a low maintenance luxury. It resists odour, repels dirt, and rarely needs washing. A light airing is often all it takes to restore freshness. Fewer washes mean less water, and more wear, a slow material in every sense.

5. CRUEL TO SHEEP? NOT THE WHOLE STORY.

Not all wool is created equal, but ethical growers place the wellbeing of their sheep at the centre. From pain free shearing to rotational grazing and stress free handling, high welfare wool is possible. It’s already happening, in Tasmania, in New Zealand, and across the world.

6. UNSUSTAINABLE? THINK AGAIN.

Wool is one of nature’s most renewable fibres, biodegradable, regenerative, and naturally circular when grown responsibly. It grows back year after year, using little more than grass, water and sun. Traceability, land stewardship, and regenerative farming elevate wool to a future facing fibre.

7. TOO EXPENSIVE? NOT OVER TIME.

Wool lasts. Unlike synthetics or fast fashion fabrics, wool holds its shape, resists pilling, and wears beautifully across seasons. It’s an investment in longevity, in fewer, finer garments that age with grace, not wear.

8. OLD FASHIONED? NOT EVEN CLOSE.

Wool is one of the most innovative fibres in fashion today. It’s being sculpted into architectural silhouettes, knitted into weightless lace, and worn from the Alps to ateliers. Merino has become the modern designer’s fibre of choice, refined, adaptive, and ready for reinvention.