Good Wool

The Good Wool collection is made with premium traceable Australian merino wool that is woven by pioneers of renewable manufacturing in Italy. This extra fine merino is beautiful, breathable, and complemented by responsibly sourced materials from biodegradable cupro to corozo nut buttons sewn into every Good Wool garment.

Straight from the Source

On the Beaufront Farm in Tasmania, where we get our wool, Julian and Annabel von Bibra are fourth-generation sheep runners. Deeply committed to both the animals and the Earth, they produce ethically grown, extra fine merino wool from a free-roaming herd and practice environmental stewardship in partnership with Bush Heritage and Tasmanian Land Conservancy.

Raised With Love

The sheep at the Beaufront Farm are free to roam the von Bibra family’s environmentally diverse property and are sheared with exceptional skill and care.

From Farm to Fabric

One of our partners, the Tollegno 1900 mill in Biella, in the foothills of the Italian Alps, uses hydro turbines and solar panels to produce its own electricity. The clean, local Alpine water used to dye and process the wool creates textiles of remarkable flexibility and fineness.

The Way Forward

Mixed or matched, worn to work or paired with jeans, 100% traceable and sustainable Good Wool is the definition of modern, luxurious clothing.

Good Wool

The Good Wool collection is made with premium traceable Australian merino wool that is woven by pioneers of renewable manufacturing in Italy. This extra fine merino is beautiful, breathable, and complemented by responsibly sourced materials from biodegradable cupro to corozo nut buttons sewn into every Good Wool garment.

Straight from the Source

On the Beaufront Farm in Tasmania, where we get our wool, Julian and Annabel von Bibra are fourth-generation sheep runners. Deeply committed to both the animals and the Earth, they produce ethically grown, extra fine merino wool from a free-roaming herd and practice environmental stewardship in partnership with Bush Heritage and Tasmanian Land Conservancy.

Raised With Love

The sheep at the Beaufront Farm are free to roam the von Bibra family’s environmentally diverse property and are sheared with exceptional skill and care.

From Farm to Fabric

One of our partners, the Tollegno 1900 mill in Biella, in the foothills of the Italian Alps, uses hydro turbines and solar panels to produce its own electricity. The clean, local Alpine water used to dye and process the wool creates textiles of remarkable flexibility and fineness.


The Way Forward

Mixed or matched, worn to work or paired with jeans, 100% traceable and sustainable Good Wool is the definition of modern, luxurious clothing.


Good Wool by Theory