The Name

Named after Sir Walter.

In 1903, on his 21st birthday, my great-grandfather Walter Merriman was given his first Merino flock. He built it into Merryville — one of Australia's most respected studs — and in 1954 Queen Elizabeth II knighted him for his contribution to the Merino industry.

That's where the brand gets its name. Sir W. Merino. The dates are further down the page; the short version is that my family has grown this fibre since 1880, and we haven't stopped.

Merryville, Today

Same family. Same fibre.

In the 1970s the stud moved to Boorowa, New South Wales, where it still operates. It's where I grew up, and where my family still works the same Merino bloodline. Five generations on, it's the world I built Sir W. Merino out of.

Growing Up

I worked the yards with my father George — cooling the sheep through 105°F summers, protecting them through frost six months later. Same animal, same wool, doing two opposite jobs across the year. He'd point at them and say:

“Merino can do it all; hot, cold, wet, it doesn't matter. Why would you want to wear anything else?”

— George Merriman

Austin, Texas

Why I started the brand.

I moved to Austin in 2018 and noticed something quickly: most American men have never owned a Merino shirt. They wear cotton, then polyester at the gym, and that's about it — while Australia produces most of the world's finest apparel wool.

There was a gap, and almost no one was selling premium Australian Merino directly to American men. So I built three shirts to do exactly that: The Bruce, The George, and The Cassius.

How They're Made

Three shirts. Made properly.

The wool is premium Australian Merino. The design is done here in Austin, through round after round of fit and weight changes. The manufacturing is done in Shanghai by Diyang, a factory that specialises in fine merino for premium brands — the best construction available for this fibre at this price.

I tell you that because the brands I respect are honest about how they make things, and the ones I don't hide it. We don't run seasonal collections and we don't run sales. A good merino shirt lasts four to seven years; cotton lasts two to three; polyester loses its shape inside one and sheds plastic while it does. The fix isn't more stuff. It's less stuff, made better.

The Facts

Start Here

Try the fibre my family has grown since 1880.

The Starter Set — all three shirts, $35 less than buying them apart. Or pick one to begin with.