Wool is a renewable and bio-degradable animal fibre produced in a natural and sustainable, outdoor environment.

In addition to the wonderful technical attributes of merino wool, considerable value can be added by ensuring that it is produced in a social and environmentally responsible manner.

These are sometimes described as the ‘soft attributes’ as demonstrated below.

Added value can be achieved by providing quality undertakings to ensure product performance,  information about the production environment, verification of source and transparency along the supply chain.

This approach provides brands with the opportunity to create confidence with consumers and to promote personalised marketing stories about real people and places providing a higher value proposition to consumers.