Merino wool is soft, warm, durable, and more affordable than cashmere. Plus, it’s far more sustainable and eco-friendly than polyester.
With his label McIntyre Knits, Melbourne's Ned Scholfield wants Australians to rethink the material. He, for one, associates the classic merino wool sweater with his grandparent's closet, and started the label to banish any musty associations shared by some his age: he wants to make merino cool.
The former global head of sales for Crumpler says his label focuses on slimming designs in on-trend colours – perfect for its 25- to 45-year-old target market.