The Woolmark Company is focusing on increasing the demand for Australian Merino wool in sports and outdoor markets.

Collaborating with leading manufacturers and brands, many collections are now incorporating wool, and there is significant potential for growth.

The world's largest sports and outdoor trade show, ISPO in Munich, has been a key opportunity for The Woolmark Company to engage with brands in this sector. The Woolmark Company's promoted the natural benefits of Australian wool, with productive meetings with leading brands. The company showcased its latest wool innovations, including seamless and flat knitting technologies and hybrid garments.

The Wool Lab sourcing guide's 'Endurance' theme was launched at the event, featuring wool swatches for brands and retail buying teams to view.

At the event, sustainability and innovation were top topics, and wool is ideal for brands seeking to produce clothing that has minimal environmental impact.