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 wool—specifically merino wool—as a sustainable alternative. This new wave of innovation has led to the development of merino wool products that are not only finer and lighter but also offer a superior feel compared to traditional wool.
According to Chris Hirsch from Paragon Sports, a major sporting goods retailer in New York, there's been a dramatic rise in consumer demand for wool-based outdoor clothing. Major manufacturers are now scrambling to secure supplies of merino wool, as these garments can be worn with casual outfits like jeans, slacks, or skirts and still look stylish. In fact, 50% of all sports underwear currently on the market is made from wool.
One of the key advantages of wool is its natural odor resistance. Outdoor enthusiasts often wear the same clothes for multiple days, and this feature makes wool an ideal choice. Jack Jefferson, who runs several hunting camps in Wasilla, Alaska, shared his experience: “When I wore synthetic clothing for five consecutive days, I could smell it. But when I wore merino wool for ten days, the clothes were still odorless—and I was the one who smelled worse.â€
Environmental concerns are also driving the trend. Supporters of wool argue that it’s more sustainable than synthetic materials. Jerry Mu, founder of Icebreaker, explains that synthetic fabrics require petroleum-based raw materials and involve complex chemical processes, while wool production has a much lower environmental impact.
In the 1980s, wool was the go-to fabric for outdoor sports. The rise of synthetic fabrics changed that, as they offered wrinkle resistance, breathability, and quick-drying properties. But six years ago, merino wool began making a comeback. Initially, sales struggled because many outdoor enthusiasts found it uncomfortable. However, as awareness of sustainability grew and the performance of wool products improved, demand started to rise.
Despite this progress, the high cost of wool clothing remains a barrier. According to industry data, merino wool outdoor wear is 30% to 50% more expensive than synthetic alternatives. For example, Patagonia offers a synthetic fiber undergarment for under $40, while the merino wool version in the same line costs up to $90.
As consumers become more conscious of both comfort and sustainability, the future of merino wool in outdoor wear looks promising. With ongoing improvements in quality and affordability, it may soon regain its place as the preferred fabric for adventurers around the world.
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