New Base Layer Campaign to Make Merino Wool More Accessible

Why It Matters

The initiative directly tackles declining wool production by creating everyday demand, bolstering rural economies and reinforcing Merino’s sustainability narrative.

Key Takeaways

• RB Sellars launches Australian Grown base‑layer line for workwear.
• Campaign targets price and store accessibility across 20 rural locations.
• NuYarn tech makes garments dry five times faster than traditional Merino.
• Wool industry lost 23‑24% production; initiative aims to retain growers.
• International expansion plans target UK and US markets within 24 months.

Pulse Analysis

Merino wool has long been marketed as a premium, luxury fibre, limiting its reach to high‑end fashion and outdoor gear. RB Sellars’ new Australian Grown range reframes the narrative, positioning Merino as a practical, everyday material for workwear. Backed by Woolmark, the campaign leverages a network of 20 newly opened rural stores, ensuring that farmers and local consumers can purchase Australian‑grown products close to the source. This dual focus on price and physical availability aims to shift consumer perception, turning wool from a niche luxury into a staple of daily attire.

A key differentiator for the collection is NuYarn’s innovative spinning technology, which produces two‑ply yarns without twisting the fibres. The result is a garment that dries up to five times faster, offers superior stretch, and maintains thermal regulation—attributes essential for demanding farm work. While the yarn is spun using New Zealand‑developed NuYarn, the final garments are manufactured in Vietnam to keep retail prices competitive. This cost‑effective supply chain allows RB Sellars to deliver affordable quality, preserving volume sales while showcasing the performance potential of Australian Merino.

The broader wool industry faces a steep 23‑24% production decline, prompting concerns about farmer viability. By creating a high‑visibility, performance‑driven product line, RB Sellars not only stimulates domestic demand but also reinforces the sustainability story that resonates with global buyers. The company’s ambition to expand into the United Kingdom and United States within 24 months further amplifies the Australian wool narrative abroad, offering growers a tangible market for their fibre and helping secure the sector’s long‑term future.