Know Wear

Sponsored Video: 'Merino. No Finer Feeling'
Courtesy of Merino

Sometimes we get so wrapped up in fashion-forwardness and designers working with new futuristic materials that we tend to take for granted the ones that actually play a role both on the catwalk and in the day to day of fashion. This is why I thought that the 'Merino. No Finer Feeling' campaign was such a great idea.

The campaign is a 5-year global campaign which aims to educate and inform consumers about the benefits of Merino wool. You might think (I know I did) that you already know about it because you wear it all the time but did you know that Merino Wool is natural, biodegradable and renewable? I didn't. That makes it the perfect eco-fabric to work with. Not to mention how soft it is to the touch. I not only buy my jumpers and scarves in Merino Wool but also my tracksuit bottoms!

And don't think this extends only to classic or high street pieces. Take London Fashion Week designers. Merino Wool was present in all of the biggest SS12 collections shown here – Erdem, Christopher Kane, Jonathan Saunders, Richard Nicoll, Acne, Burberry Prorsum, Paul Smith, Mulberry, Markus Lupfer. Impressive, huh?

Merino have also recently relaunched their website, Merino.com, where you can learn everything about the fibre itself and all its different uses as well as news.

*This post is sponsored by Merino