Merino Wool Sees Global Demand Surge for Natural Fashion

Consumers worldwide are turning to Merino wool for its unmatched blend of performance, comfort, and sustainability — making it one of fashion’s and sportswear’s most desirable fibres.

From fashion runways to activewear collections, Merino wool is experiencing a remarkable global resurgence. As consumers move away from synthetics, demand for this renewable and biodegradable fibre continues to soar, driven by both performance and environmental awareness.

Merino wool is witnessing an extraordinary rise in global demand as sustainability and natural performance become central to consumer choices. Over the past month, the Australian wool market marked its steepest price surge in 30 years, reflecting strong industry confidence and tightening supply chains. The Eastern Market Indicator (EMI), a benchmark for wool prices, rose by 109 cents to 1,453 cents per kilogram — the highest since mid-2022. Analysts attribute this growth to genuine consumer demand and robust market sentiment rather than supply constraints.

According to Woolmark, this growth is built on sustained demand, underscoring wool’s position as a high-value natural fibre in global markets.

A Fibre in Fashion and Demand

A global IPSOS survey ranks wool among the top three most desirable fabrics in fashion and sportswear. The global market value of wool is projected to nearly double, from USD 34.9 billion in 2022 to USD 63.2 billion by 2033, signifying a powerful long-term trajectory.

Woolmark is further strengthening this momentum through collaborations with leading figures in fashion, sports, and wellness, spotlighting wool’s natural performance and timeless appeal.

Timeless Wardrobes Over Fast Fashion

This season, Merino wool is at the forefront of a global movement toward “fewer, better things”, as consumers and designers embrace its softness, durability, and biodegradability.

In 1973, nearly 75% of global apparel was made from natural fibres; today, that number has dropped to just 30%, with synthetics dominating production.
91% of consumers believe garments made from natural fibres are of superior quality.
Certified Merino wool commands a 15–30% price premium, driven by rising demand for verified sustainable materials.
Wool garments are three times more likely to be donated than synthetics, reflecting their longevity and value.
Designers such as Thom Browne, Chanel, Dior, Balenciaga, Victoria Beckham, Givenchy, and Celine have prominently featured Merino wool in their latest Spring/Summer collections.

Performance Meets Wellness

Merino wool’s appeal extends far beyond luxury fashion — it is now a performance fibre redefining sportswear. Fitness influencers and athletes are championing its natural benefits, while leading sports brands including On, Salomon, Tracksmith, Ciele, Patagonia, Lululemon, and The North Face have all launched Merino-rich collections.

A 2024 IPSOS Global Consumer Survey found that shoppers prioritize comfort, breathability, lightness, and durability — all inherent qualities of Merino wool.
A four-year study by North Carolina State University confirmed that Merino base-layers provide 96% better moisture and thermal comfort compared to polyester.
At the US Open, tennis icon Venus Williams wore a Merino wool outfit designed by LUAR, further cementing wool’s role in performance apparel.

Sinfonia's Merino fabric.

A Natural Choice for the Future

Younger generations, especially Gen Z and Millennials, are driving a shift away from fossil-fuel-based synthetics toward natural, renewable materials.

Merino wool is 100% natural, biodegradable, and recyclable — and is the most recycled apparel fibre globally.
Leading brands such as The North Face, Under Armour, Mizuno, Ciele, and Huckberry are incorporating wool in their A/W 25/26 collections.
Online sales of premium wool products rose 34% year-on-year in 2023.
At Future Fabrics Expo 2025, nearly 43% of attendees identified circular fashion as the next big opportunity, with wool as a core solution.
A 2025 Norwegian study revealed that 72% of consumers preferred wool over synthetics for its comfort and sustainability.

Industry Insight

“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 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.”