G’day, I’m Jock—founder of Sir W. Merino, and a third-generation wool man raised on a Merino sheep farm in Boorowa, New South Wales.
Wool has been part of my life since I could walk. But it wasn’t until I moved away—into cities, through airports, across seasons and time zones—that I realized just how incredible Merino wool really is. It’s not just heritage. It’s performance. It's comfort. It’s luxury.
So today, I want to tell you why I believe Merino is the best fiber on Earth, and why I started Sir W. to share that magic with more people.
1. It Keeps You Comfortable, No Matter the Weather
Merino sheep have evolved to live through scorching Australian summers and freezing highland winters. Their wool works the same way for humans—regulating your temperature naturally.
When it's hot, it wicks away sweat and breathes better than any synthetic out there. When it's cold, it traps warm air next to your skin without overheating you. That means one shirt, worn all day, no matter the conditions.
I wear our Merino Polo on the tarmac in Austin and again layering under a jacket in winter in Boorowa—and it works perfectly both ways.
2. It Doesn’t Stink (Seriously)
Merino wool is antibacterial by nature. That means you can wear it over and over again without it smelling like a gym bag.
I’ve worn our Merino Tee hiking for three days straight—no wash, no stink. You just air it out overnight, and it’s good to go again.
Compare that to cotton (which gets musty fast) or synthetics (which trap odor like a sponge), and Merino is in a league of its own.
3. It’s Softer Than You Think
Forget the scratchy wool jumpers you grew up with—Merino is soft enough to sleep in. That’s because the fibers are extremely fine—so fine they bend against your skin instead of poking it.
Our Button-Down Merino Shirt feels more like cashmere than traditional wool, and the 1/4 Zip Sweater we make in Brooklyn is buttery soft, even straight out of the box.
I’ve had people pull me aside and say, “I didn’t know wool could feel like this.” That’s when I know we’re onto something.
4. It’s Sustainable—and Circular
Fast fashion is full of plastic. Literally. Polyester is plastic. Nylon is plastic. And those materials stick around in landfills for hundreds of years. Not to mention they take oil to make.
Merino wool, on the other hand, is:
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100% natural
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Renewable (our sheep grow a new fleece every year)
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Biodegradable (breaks down in soil in less than 12 months)
When you buy Merino, you’re supporting a regenerative cycle—not a destructive one.
At Sir W., we go even further. Our sweaters are zero waste, made using 3D-knitting tech in the USA. We only make what you order—no excess, no landfill.
5. It Looks Bloody Good
Let’s be honest—none of this matters if the clothes don’t look good. That’s where Sir W. shines.
We design every piece to be elegant, minimal, and versatile. No loud logos. No gimmicks. Just timeless garments that go from work to weekend without missing a beat.
Pair the Signature Merino Tee with jeans and sneakers. Dress up the Merino Polo with slacks. Throw the 1/4 Zip Sweater over a collared shirt and you're meeting-ready. You could travel for two weeks with three of these pieces and still feel fresh.
Why I Started Sir W.
I started Sir W. because I was tired of choosing between performance and polish. I didn’t want to wear plastic to feel comfortable—and I didn’t want to wear stiff shirts just to look put together.
I wanted to bring the natural, high-performance fiber I grew up with to people who care about quality, story, and how their clothes are made.
Every Sir W. piece starts with wool grown on farms like mine in New South Wales. It's the same breed of sheep my grandfather worked with. It’s then spun and crafted into garments with obsessive attention to fit, feel, and function.
We make our polos and tees in Portugal. We make our sweaters right here in Brooklyn, New York. And we make all of it in small batches or on-demand, so you’re not getting mass-produced junk—you’re getting your next favorite shirt.
Why Our Customers Love It
We hear it all the time:
“This is the only shirt I bring when I travel now.”
“I wear the polo three times a week—still looks brand new.”
“No more sweaty synthetic shirts. I’ve fully converted to Merino.”
“This is what my wardrobe has been missing.”
I didn’t just want to build a brand—I wanted to rebuild people’s relationship with clothing. Back to natural. Back to thoughtful. Back to quality.
Try Merino. You Won’t Go Back.
If you’ve never worn Merino, start with a tee. Feel the difference. See how many days you can wear it before needing a wash. Pack it on your next trip. You’ll never want to go back to cotton or synthetics.
Thanks for being here. Thanks for supporting wool. And thanks for choosing something better—for your skin, your style, and the planet.