The next 10 years will undoubtedly have a greater focus on natural fibres, such as Merino wool, with designers and manufacturers having to put a greater focus on traceable and transparent supply chains as consumers become increasingly conscious of their purchasing decisions and more appreciative of the makers behind the products.
As the consumption model shifts towards a more sharable economy, the market for quality investment pieces intended to stand the test of time will grow, and wool is well-placed to satisfy this demand.
I believe the next 10 years will see greater opportunities for wool in the technical and sportswear category and there will also be an increasing focus on process innovation – manufacturing techniques which ensure menswear product development does minimal harm to the environment. Innovations such as zero-waste manufacturing processes and a more conscious way to manufacture overall, endorsing best practice within every supply chain.
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