Wool for Every Day

IT’S WOOL was created by Samantha Wan, a wool professional and regional Victorian small scale wool producer with a hands-on connection to Merino fibre: from paddock to product.

Born from a desire to do more with less, IT’S WOOL is a minimalist clothing range made from 100% Australian Merino wool, developed in partnership with a specialist wool textile company with over 140 years of experience. (They know a lot—so you don’t have to.)

Rooted in a belief that clothing shouldn’t be fast or fleeting, each piece is intentionally black, classically cut, and made to last. It’s a simple system: three core styles, two gendered fits, one perfect fibre. No trends, just timeless function.

Wool has always been a partner to the elements—breathable in heat, insulating in cold, and odour resistant across it all. IT’S WOOL leans on these natural qualities to offer pieces that work harder, last longer, and earn their place in your wardrobe.

We also think about sustainability a little differently. Instead of setting up new infrastructure, IT’S WOOL runs through an existing supply chain and distribution model, avoiding the need to purchase printers, source new packaging materials, or make frequent individual trips to the post office. By working with what already works, we reduce duplication, keep waste low, and focus our energy on thoughtful design and fibre-first education.

Because sustainability isn’t just about how a piece is made but how long you keep it, how often you wear it, and the quiet satisfaction of knowing you chose well.