Concrete - London’s focus fabric has been on Merino wool because of its sustainable and extraordinary qualities. Did you know Merino wool is so soft! It has huge qualities which you may not know of: it is temperature-regulating, so you can wear it in the summer or winter; it repels water and dirt particles; anti-static; doesn’t pill and, finally, it holds properties that eliminate odours, instead of holding onto them. It’s safe to say that Merino wool is a solid winner in the knitwear stakes. In addition to these properties, Merino is also 100% natural and sustainable.
SOFT AND WARM
Merino wool fibres are super fine and flexible, making them well suited for clothing. A single Merino wool fibre is approximately half the diameter of a human hair. It’s so fine that when it brushes up against your skin, it bends and flows with your body’s natural movements. It is much softer and more luxurious to wear than other wool types. The fibres’ softness and antibacterial properties make it odour-resistant and suitable for those that would normally suffer from allergic reactions. One of the reasons ultrafine Merino wool is so popular is its warmth relative to weight. Merino is a fantastic insulator that will keep you warm in cooler months. It has a natural crimp, or wave, that traps body heat in little air pockets around your body, keeping you warmer for longer.
Merino contains several unique natural key performance indicators, most crucially temperature regulation. Merino wool performs similarly to the insulation in your roof, keeping you warm in winter and cool in summer. Merino wool can absorb up to 35% of its weight in moisture and still maintain its ability to insulate. The ultrafine fibres move sweat and moisture away from the skin and releases it as vapour, keeping you warm, dry and cosy without losing its softness. Merino wool is non-allergenic and ideal for sufferers of chronic skin conditions including eczema and dermatitis.
It also contains anti-microbial properties that keep your garments soft, dry and odourless. Merino naturally resists bacteria and odour retention, leaving you smelling better for longer.
Merino is entirely renewable and biodegradable. Merino sheep produce a new fleece every year, and the natural prl during the summer.
Mulesing is a practice in which skin is removed from the rear of merino sheep to rid them of flies. The bare, exposed skin can easily become infested with maggots, the sheep can soon become infected and run the risk of death. We strongly condone this unethical practice.