Merino Wool Sees Global Demand Surge As Consumers Shift From Synthetics
Merino wool is experiencing a major resurgence as consumers worldwide move away from synthetic, fossil-fuel-based textiles and return to natural fibres that combine comfort, performance and sustainability. The fibre’s renewed popularity is mirrored in the Australian wool market, which has just recorded its biggest price rise in 30 years, driven by genuine consumer demand rather than supply constraints, industry analysts report.
Australia’s Eastern Market Indicator (EMI) recently rose to 1,453 cents per kilogram, its highest level since mid-2022, signaling confidence across the global supply chain.
As fast fashion faces mounting scrutiny, consumers are increasingly preferring durable, natural materials. A global IPSOS study found wool among the top three most desirable fibres in both fashion and sportswear. Meanwhile, the global wool apparel market is expected to almost double from US$ 34.9 billion in 2022 to US$ 63.2 billion by 2033.
Luxury and ready-to-wear brands including Chanel, Dior, Balenciaga, Victoria Beckham and Celine, have brought wool back to the runway, reinforcing its status as a staple in timeless wardrobes.
Merino wool is also growing rapidly in performance and activewear. Sports and outdoor brands such as On, Salomon, Tracksmith, Ciele, Patagonia, Lululemon and The North Face have introduced Merino-rich collections.
A North Carolina State University study found that 100% Merino base-layers regulate heat and moisture 96% better than polyester, positioning the fibre as a natural high-performance alternative.
Even elite athletes are making the switch. At the US Open, tennis star Venus Williams wore a Merino wool match kit, a move that challenged long-standing perceptions of what fabrics can perform under pressure.
Gen Z and Millennial consumers are increasingly prioritizing sustainability, circularity and wellness. Merino wool resonates strongly because it is 100% natural, renewable, biodegradable and the world’s most recycled apparel fibre.
Online sales of premium wool apparel rose 34% year-on-year in 2023, reflecting this value shift.
“As citizens demand more from what they wear, comfort, performance, traceability and responsibility, Merino wool is meeting the moment,” said John Roberts, Managing Director, The Woolmark Company. “With leading brands and influential voices embracing its story, demand continues to rise across luxury, sport and lifestyle. It’s the fibre that truly delivers, naturally.”
