We are an Australian-born brand with roots deeply embedded in family heritage and the rich and timeless tradition of growing Australian Merino. With a focus on high-quality fabrics, we bring you the most comfortable clothing for your everyday needs.

Our garments are tested by the Woolmark Company to meet the required standard for Merino clothing.

Our purpose is simple; continue our family tradition that has stood for over a century. Sir W. Merino is not just a brand; it’s a symbol of our unwavering commitment to heritage, sustainability, and the enduring grace of Merino wool.

In 1903, my great-grandfather Sir Walter was given a portion of his father's sheep flock for his 21st birthday.

He then began his own flourishing Merino wool business from the ground up. A master of Merino sheep breeding and wool selection, he became a true icon of the world's wool industry and in 1954, he was knighted by the Queen of England for his progressive contribution to the Merino industry.

For over 120 years my family has continued to produce the world's finest Merino wool. Running the same Merino business in my hometown; Boorowa, Australia.

I have always been amidst the craftsmanship and heritage that is Merino wool. It has been the central focus of our family enterprise for 4 generations, which in turn gifted me a deep connection and understanding of the multi-faceted, wearable nature of Merino wool.

Growing up on our Merino sheep farm in rural Australia, I quickly learned through my tutelage in my family business that Merino wool outperforms just about every material on the market.

I soon found value in the wool's incredibly soft nature and its versatility for all climates. It’s ability to be regrown by Merino sheep every year offers a fully renewable and sustainable fiber for clothing.

At Sir W. we create the highest performing clothes that are deliberately designed to keep you more comfortable and confident in the office, during travel or out to drinks with friends.

Every fiber in a Sir W. garment follows a journey that can be traced back to historical beginnings on Australian wool farms. Each clothing item allows me to personally extend an invitation to connect you to the heritage of Australian Merino wool and introduce them to the brilliance of wearing it. 

- Jock