Be Cool In Wool

Why are we championing Merino this summer?

As you probably know by now, we are long time champions of the incredible performance benefits of Merino wool. But this summer, we are teaming up with The Woolmark Company to roll out a new campaign that celebrates Merino wool as the ultimate fibre for high-intensity exercise in high temperatures.
Earlier in the year, we visited Australia to shoot a short film championing the benefits of this natural wonder fibre. Working with the Woolmark Company’s brilliant in-house videography and marketing team, he shot a film to tell the story of how well cycling and running apparel performs in the heat. We are rather proud of this film, which we have called Be Cool In Wool. We hope you like it too.
“It’s incredible really, but we still meet customers who don’t realise that Merino will keep them cooler in hot conditions than synthetics. I think it’s because they relate Merino wool to the jumper they wear in winter. It feels to us that it’s high time for a re-education programme.”
Set on a woolgrower’s farm in New South Wales, the short film features a fictional farmer called Gareth. He’s a keen cyclist and runner who was looking for a way to test the natural Merino wool fibre he produces. Unsurprisingly, the wool performs rather well.
Natural, renewable and biodegradable, Australian Merino wool is one of the most breathable fibres of all common apparel types. This is because it can absorb large quantities of moisture vapour. In fact, the fibres absorb twice as much as cotton and 30 times as much as polyester. Those clever fibres also allow any vapour to evaporate – making wool garments feel less clingy and more comfortable to wear than garments made from other fibres.
“The public have been made to believe synthetics are a higher performing fibre. I think that this is down to major players in the sportswear market promoting its benefits of wicking and drying. However, what they don’t tell you is the fact that synthetics warm you up and actually make you sweat more!”
“Our collaboration with The Woolmark Company is all about shining a light on the natural benefits of using Merino wool for high aerobic exercise in warm conditions.”
If you would like to follow the campaign on our social channels, simply use the #becoolinwool to find out the latest news.
Find out more from The Woolmark Company at