For nearly three decades, outdoor enthusiasts have relied on synthetic fabrics for their sportswear. However, in recent years, a shift has been taking place as more and more outdoor brands are turning to environmentally friendly materials, with merino wool emerging as a popular choice. This new wave of innovation has led to the creation of merino wool products that are not only softer and lighter than traditional wool but also offer superior comfort and performance.
According to Chris Hirsch from Paragon Sports, a leading sporting goods retailer in New York, there's been a dramatic rise in consumer demand for wool-based outdoor clothing. Major manufacturers are now competing to secure supplies of merino wool, as garments made from this natural fiber can be worn with casual or even business attire, offering both style and function. Currently, 50% of all types of sports underwear are made from wool, and its odor-resistant properties make it especially appealing for long-term wear.
Jack Jefferson, who runs several outdoor hunting camps in Wasilla, Alaska, shared his experience: “When I wore synthetic clothing for five consecutive days, I could feel the smell building up. But when I switched to merino wool, I wore the same outfit for ten days and still didn’t notice any odor—though I did!†This makes wool an ideal choice for adventurers who often go extended periods without washing their clothes.
Environmental concerns are also driving the trend. Advocates of wool argue that it’s a more sustainable option compared to synthetic fibers. Jerry Mu, founder of Icebreaker, explains that producing synthetic fabrics requires extracting oil and going through complex chemical processes, while wool production has a much lower environmental impact.
In the 1980s, wool was the preferred fabric for outdoor activities. The introduction of synthetic materials changed the game, as they were easier to care for, moisture-wicking, and quick-drying. But six years ago, merino wool began making a comeback. Initially, sales were slow, as many outdoor enthusiasts found it uncomfortable. However, as awareness of sustainability grew and the quality of wool products improved, demand started to rise.
Despite its benefits, the high cost of wool clothing remains a challenge. According to industry data, merino wool outdoor gear is 30% to 50% more expensive than synthetic alternatives. For example, Patagonia offers a chemical fiber-based undershirt for under $40, while the merino wool version in the same line costs up to $90. Still, as more people prioritize both comfort and sustainability, the future of wool in the outdoor industry looks promising.
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