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What does 'io' stand for?

What does 'io' stand for? 

One of the questions we get asked quite a lot is “What’s the ‘io’ in ‘ioMerino’ stand for?”. And it’s a fair enough question.

Well, we’ve decided to clear it up once and for all. ioMerino has always been a brand for people who are into the outdoors. And for people who are heading into the outdoors. Whether that be on trail, on mountain, on the water… anywhere outdoors. 

And that’s what the ‘io’ stands for. ‘Into’ the ‘Outdoors’. Because ioMerino is the perfect, natural clothing to wear outdoors.

We’ve never quite understood why people who love nature and natural things so much would then go and dress in plastic? OK, yes, there are times when there are no natural alternatives. We’ll admit if you need good waterproofs, you’re going to have to bite the bullet and wear something synthetic. But if you’re looking to say comfortable and warm, why choose plastic when you can choose one of Mother Nature’s best natural fibres: Merino wool.

Oh, and now we have fancy new logo that celebrates our love of the outdoors and our Australian heritage. There’s an ‘i’ with a star on it. And no ordinary star, but it’s what’s known as the Federation Star as featured on the Australian flag, and as a proudly Australian company, is a show of our heritage and country of origin. And then there’s the stylised ‘M’ which, of course, represents a mountain and the great outdoors in general. So there you go, if you’ve ever wondered what the ‘io’ stands for, and what ioMerino is all about, now you know. See you in the outdoors.