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Why you won't find us in many stores

October 26, 2018 3 min read

Why you won't find us in many stores

From our family to yours.

Everyone knows Merino clothing is one of the best possible things to wear in the outdoors - especially when it’s cold. But here’s the problem: the fabric is more expensive to make than most of the alternatives. And it’s more difficult to work with than other fabrics as well. To make our clothes as affordable as possible, we had a choice to make: use lower quality Merino or cheaper blends, or find a better, more efficient way to sell. No prizes for guessing which way we went. Our business is family owned, and there’s no way we want our name on products that we wouldn’t wear ourselves. So it’s nothing but the finest quality for us.


Less stores. Better quality.

We actually used to sell our clothes through quite a few stores including in North America and Canada. But by the time the freight companies got paid, the warehouses got paid, the distributors got paid, the retailers got paid… well, you get the picture. That’s a lot of people who need to get paid before you get your clothes. So now, we prefer to have just a handful of speciality retailers we partner with to bring you the best Merino fabrics on earth, without all the extra margins and middlemen.


Don’t just try them on, try them out.

We know there’s one small problem with online only though, and that’s a lot of you love to touch and feel your clothes before you buy them. So here’s what we’re going to do about that: a 60 day Absolute Love Guarantee. That’s 60 days to wear what you buy. Not just try it on, but actually wear it out and about doing what you do. Wear it, wash it, wear it again. Ride in it. Run in it. Climb in it. Paddle in it. Hike in it. Literally anything in it for 60 days. And if you don’t love it, just return it for a full, no questions asked refund. That’s how confident we are.


Inspired by the Australian sun.

Aussie Merino wool is considered the best in the world. And we’d know because our family have been in the wool business for six generations. So when you buy ioMerino, you’re not buying off some random company, but from a family who’s lived and breathed wool for more years than you’ve had campfire dinners. Whether you’re in Australia or beyond, you can not only wear it to stay warm when it’s cold and cool when it’s warm, you can wear this little piece of Australia with pride. (If you’re not an Aussie, you can be an honorary one!)



Let’s do this.

Whether it’s getting warmer or cooler where you are right now, we don’t want you to get caught without something awesome to wear when you need it. So let us send a little piece of Australian sunshine your way now so you’re ready to go. And if you don’t love it as much as we say you will, just send it back for a full refund. No tricks. No catches. To find out more about our range, click here. Or shop Men’s or Women’s now.