Wool has a reputation and a lot of it is outdated.
Most people think wool is scratchy, only for winter, or too “high-maintenance” for everyday wear. But if you’ve only ever worn chunky jumpers or old-school school uniforms, I get it.
Here’s the truth: modern Merino wool is soft, lightweight, high-performing, and surprisingly versatile.
And it might just be the best-kept secret in your wardrobe.
🌀 Breathable — Not Just Warm
Wool is naturally temperature-regulating. That means it insulates in cold and breathes in heat — adapting to your body and the environment. You don’t need to overthink layers when your fabric is doing the work.
💡 That’s why every IT’S WOOL tee is made to handle those in-between moments: warm train ride, cool office, breezy late night.
👃 Naturally Odour-Resistant
Sweat itself doesn’t smell – bacteria does. And wool fibres trap less of it. That means fewer smells, fewer washes, and longer wear between washes. Ideal for daily wear, travel, or just… life.
💡 Our tees hold their shape and freshness far better than synthetics.
They’re the kind of basics you can rely on, not cycle through.
🌱 It’s Renewable, Biodegradable, and Plastic-Free (Mostly)
Unlike synthetics made from petroleum-based plastics, wool is grown, not made. It’s renewable, biodegradable, and requires less frequent washing — a small but powerful shift in your wardrobe footprint.
💡 IT’S WOOL uses superfine Australian Merino with just a small amount of nylon and elastane for durability and stretch. It’s a fibre-first choice — not a fashion gimmick.
🤔 Why Don’t More People Wear Wool?
Because no one told them they could.
Because the options were always sporty, seasonal, or scratchy.
Because even natural fibres can be hard to find when fast fashion floods the shelves.
IT’S WOOL exists to change that and to get more people into wool. Not the rugged hiking kind (though that’s great too), but the wear-it-to-coffee kind.
Just good wool. Black only. Three cuts. Simple.
Ready to see what wool can actually do?
👉 Explore the IT’S WOOL range here.
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