Apparel brand Toorallie's focus on Merino pays off

"The denim incorporates 17 per cent Australian Merino wool into the cotton fabric which makes it   super soft on the skin, warm in winter and cool in summer. It has been a real hit. Merino Denim is offered in six colours and several styles for men and women.”

Mr Smith says the future focus for Toorallie is on developing more complementary Merino-based products.

“In the 2014 collection we will be releasing Merino shirting, Merino felt, Merino canvas and Merino chinos to name just a few.

“The company’s ambition is to become the world’s predominant head to toe Merino outfitter.

“Last year we made our first delivery to our new Chinese distributor and we are in the preliminary stages of developing an effective strategy to target the US and UK markets in the next few years. However for the time being we are happy honing our craft to perfection in the local market.”

Woolmark