From the runway to the streets, Merino wool is experiencing unprecedented global demand. Around the world, consumers are turning away from synthetics and choosing natural fibres that deliver performance, comfort and sustainability in equal measure.
The past month has seen the Australian wool market embark on its biggest price rise in 30 years, amplifying the sense of momentum across the industry. Industry analysts point to tight inventories, genuine consumer demand and renewed confidence across the supply chain as key drivers of the rally. Australia’s Eastern Market Indicator (EMI) – the economic benchmark for wool in Australia – recently climbed 109 cents to 1,453 cents per kilogram, the highest level since mid-2022, underscoring that the lift is demand-led, not the result of constrained supply. According to Woolmark, this shift is built on real, sustainable demand rather than a short-term reaction.
A global IPSOS survey shows wool now ranks among the top three most desirable fabrics in both fashion and sportswear. The fibre’s market value is projected to almost double from USD $34.9 billion in 2022 to $63.2 billion by 2033 reflecting its rapid upward trajectory.
Building on this momentum, Woolmark is collaborating with influential voices across fashion, sport and wellness to further elevate wool’s profile and showcase its natural performance advantage – amplifying an organic surge already well underway.
Timeless wardrobes over throwaway fashion
This season, style leaders are embracing Merino as part of a “fewer, better things” movement. Celebrated for its softness, longevity, and biodegradability, Merino represents a return to fashion’s roots, when natural fibres were the foundation of wardrobes.
• In 1973, three-quarters of clothing was made from natural fibres. Today, around 70% is synthetic, derived from fossil fuels. (Changing Markets “Fossil Fashion: The Hidden Reliance of Fast Fashion on Fossil Fuels” 2023).
• 91% of consumers believe better-quality garments are made from all-natural fibers (Cotton Incorporated’s 2021 Global Sustainability Survey).
• A recent survey revealed 68% of luxury buyers actively seek third-party sustainability
• certifications, with certified Merino commanding a 15–30% price premium in global markets (PM Market Research, 2023).
• Wool garments are three times more likely to be donated than other fibres, proving their enduring value (Nielsen Wardrobe Study, 2019).
• Wool has re-emerged as a key material on recent Spring/Summer runways, featured prominently in collections from Thom Browne, Chanel, Dior, Balenciaga, Victoria Beckham, Givenchy and Celine.
Performance that powers sport and wellness
Merino wool isn’t just about luxury fashion. On social platforms, fitness and wellness creators are driving a new conversation about the fibre’s natural performance. Sports brands are leading innovation: On, Salomon, Tracksmith, Ciele, Patagoni, Lululemon and The North Face have all launched Merino-rich collections. Wool is no longer seen as just a winter fibre, but as a year-round performance powerhouse.
• A 2024 Global Consumer Survey conducted by IPSOS highlighted that key drivers of choice for sportswear are mostly functional – consumers are looking for products that are breathable, comfortable, lightweight and durable, all benefits that are offered by Merino wool. The survey also showed that consumers associated many intangible features with wool, viewing it as a quality, environmentally friendly fibre that is worth paying extra for.
• A four-year study by North Carolina State University revealed that 100% Merino base-layers deliver superior thermal comfort and moisture buffering, performing 96% better than polyester.
• At the US Open, Venus Williams wore a Merino wool kit by LUAR, proving wool’s relevance for elite performance.
A natural alternative for the future
Consumers, especially Gen Z and Millennials, are increasingly rejecting synthetic fibres.
Instead, they’re embracing natural materials that align with their values around wellness, slow living and sustainability.
From thrift hauls to eco-influencers on TikTok, Merino wool is being positioned not only as a fashion choice, but as a statement of responsibility.
• Merino wool is 100% natural, renewable, biodegradable and the world’s most recycled apparel fiber.
• Brands from The North Face to Under Armour, Mizuno, Ciele and Huckberry are embracing the fibre for their A/W 25/26 collections.
• Online sales of premium wool products grew 34% year-on-year in 2023. (AWI Marke Intelligence Report).
• At the Future Fabrics Expo 2025, 43% of industry voters identified circular fashion as the biggest opportunity, with wool a core solution.
• A study in Norway revealed that the majority of consumers preferred natural fibers over synthetics. Wool and cotton were particularly favored, with 72% and 63% of respondents, respectively, expressing a preference for these materials. (Fibers, Perspectives on Natural Fibers’ Competitiveness and Sustainability, 2025).
The fibre that delivers
“As citizens demand more from what they wear — comfort, performance, traceability and responsibility — Merino wool is meeting the moment,” said Woolmark Managing Director John Roberts. “With leading influencers and brands alike embracing its story, it’s no surprise demand is rising across luxury fashion, sportswear and lifestyle. It’s the fibre that truly delivers, naturally.”
