Merino wool's resurgence driven by quality and sustainability

Merino wool is experiencing a revival, driven by consumer demand for quality, sustainability, and emotional value over price. Luxury brands are embracing the fiber. The Woolmark Company highlights Merino's versatility, suitable for India's climate in lightweight knits and activewear. Consumers increasingly seek eco-friendly, traceable products, a trend accelerated by the pandemic. Athletes and wellness communities are adopting Merino for its unique properties, including temperature regulation. Wool's natural crimped structure provides stretch, insulation, and moisture management.