our story

Soft Australian Merino Wool by Woolerina

About our close-knit clan   

Here at Woolerina, we’re passionate about four things: superior quality merino wool, family, slow fashion and ethics. We’ve been handpicking each batch of our wool for over 10 years, and have the highest manufacturing standards – so that you can enjoy the softest, most beautiful merino clothing that is Australian made and owned. With plenty of love and care brought together by experience and craftsmanship, you’ll adore your Woolerina garment for years.  


As a business family run and owned since 2005, you could say we’re a pretty close flock. We care a lot about each other, about you and about your experience with our products. It’s important for us to show this dedication and love in everything we do – to ultimately provide the best merino apparel to our valued customers – from those who have shopped with us for years, to those who have just bought their very first garment.

Slow fashion

Slow fashion is a growing movement that encourages people to take care of their clothing so that it lasts longer. This saves people time and money while minimising waste, industry exploitation and environmental damage. Our garments withstand the test of time because of the care and effort we put into each part of the process – from selecting the merino fleece to creating beautiful garments locally. We take every opportunity to craft clothing with the best fabrics and highest level of skill. So, if you treat your Woolerina piece with love and kindness, we promise it will return the favour.


We wear our Ethical Clothing Australia accreditation with pride because we believe that the greatest products come from treating everyone involved fairly and respectfully. That means wool sourced from farmers who share our vision, growing sheep who live happy, long lives on native grasses – without mulesing. Made locally with only the finest, hand-selected wool, you’ll truly feel the difference with your Woolerina garment.


Quality merino

Born out of a love for high quality merino fibre, Woolerina has been producing beautifully-crafted garments since 2005. Founder (and Dad), Warwick Rolfe, discovered this passion more than 30 years ago, when he first set foot in the Sydney Wool Selling Centre. Since then, he’s recruited his two equally enthusiastic daughters to share the luxuriousness and durability of this wonderful textile with discerning customers Australia–wide.


Shop our range of merino garments made with love, to be loved by you.