PHOTOS: JASON LARRAMANMerino bra and underwear sales are on the rise as fast-growing United States company Branwyn becomes familiar with the fine wool’s home in the Mackenzie Basin. An initial focus on outdoor women familiar with merino activewear has widened to buyers seeking garments made of natural fibres. The inner-wear is made from 17.5 micron merino wool, accredited under The New Zealand Merino Company’s (NZM) ZQ programme, by Italian seamless knitting machines. Ms Buck said seeing the pride farmers took in producing ZQ merino wool had affirmed why it was prized by Branwyn. "Merino wool is an active fibre in that it comes from an animal and it has the attributes we look for ... in our products."

Source: Otago Daily Times February 24, 2026 15:52 UTC