Merino and British wool knitwear

WHY CHOOSE WOOL? Wool was once Britain's most important export, keeping a large amount of the world warm. Still today England is the 7th largest producer of wool in the world. However, due to cheap man made fibres and over seas competition the industry seems doomed. Wool in its natural form is extremely versatile, which makes it the first choice for clothing. It is wear resistant, provides good insulation against the elements, and has the extraordinary capability of being able to absorb up to 30% of its own weight in moisture without feeling wet. Synthetic textiles can only match wool on cost, due to wools superior qualities. "Pure new wool" needs to be stamped on the outside of products to show it's quality. Wool will remain a premium product for the people who only settle for the best.