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The Truth About Our Merino Wool
Reading time: 5 min
Responding to the Conversation
A recent episode of the consumer programme Keuringsdienst van Waarde sparked a wide-ranging conversation about merino wool and the welfare of the sheep from which it comes. We recognise the concerns raised and believe this moment offers an opportunity to explain how Kniterlandia approaches sourcing, craftsmanship and transparency. Our intention is simple: to speak with clarity and respect about what we do and why.
Why We Choose Merino Wool
Merino wool is one of nature’s most refined fibres. It regulates temperature, resists odours and offers comfort that spans seasons. For Kniterlandia, choosing merino wool is not only about performance—it is about honouring material quality and timeless wear.
We evaluate each yarn for softness, strength and traceability before it becomes part of a garment. Our design process begins with the fibre, ensuring every finished piece aligns with our standards of durability and elegance.
Learn more in Merino Wool: The Ultimate Guide about our commitment to natural materials and how superior fibres support long-lasting knitwear.
What the Episode Highlighted
The episode of Keuringsdienst van Waarde explored the term ‘mulesing free’ on merino wool garments, and traced the broader implications of the wool supply chain. It highlighted that around 80% of the world’s merino wool comes from Australia, where mulesing is still widely practised.
It revealed that even when certification such as the Responsible Wool Standard (RWS) is present, chain complexity can still limit full traceability and absolute guarantees.
RWS Certification and What It Represents
At Kniterlandia we use only merino wool certified under the Responsible Wool Standard. This means that the wool is linked to farms where animal welfare and land stewardship are audited and certified. The standard prohibits mulesing and requires humane treatment and traceability.
We request and review the certification documentation from our suppliers each year. While RWS addresses a small portion of the global wool market, to us it represents a meaningful step toward responsible sourcing. It is not a perfect solution, but it aligns with our commitment to integrity.
- Farms must demonstrate humane care of animals and appropriate management of land.
- Supply chains must provide documented traceability from farm to finished garment.
- Certification is renewed annually and is subject to independent audit.
Why We Avoid Absolute Claims
We have chosen not to make the claim that our merino wool is completely mulesing free, even though RWS prohibits the practice. The reason is straightforward: the global wool supply chain is vast and layered, and no brand can claim direct control over every farm and every fibre unless it owns the entire chain.
Kniterlandia is a family-run brand, not a vertically integrated wool producer. We work with trusted partners whose values align with ours, yet we believe that true transparency means acknowledging what we can and cannot control. Better to be honest than to overstate. For us, honesty reflects respect—for our customers, for the craft, and for the animals.
The Real Meaning of Sustainability in Knitwear
Sustainability, in our view, begins with durability, responsibility and respect. It is not defined only by labels but by how long a garment will endure and how it has been made. Merino wool supports this view when it is responsibly sourced and expertly crafted.
Each piece from Kniterlandia is designed to be worn year after year. With proper care, a merino jumper retains shape, texture and warmth for many seasons. This longevity is central to our belief that the most sustainable garment is the one you keep.
See our merino knitwear care guide for practical advice on maintaining your merino wool pieces.
Craftsmanship Anchored in Respect
From the moment the fibre is selected to the final stitch, craftsmanship is anchored in respect for materials, people and environment. Our knitwear is produced in workshops where quality, detail and care matter. The merino wool we choose allows us to realise knitwear that is elegant, structured and enduring.
Before a garment leaves our workshop it undergoes rigorous inspection—not just for fit, but for overall harmony of feel, texture and finish. When you choose a Kniterlandia piece, you receive not simply a garment but a promise of craftsmanship done with attention and sincerity.
Our Ongoing Commitment
We appreciate the attention generated by the recent episode and the questions it raises. These moments reinforce that responsibility is not static—it must be reaffirmed with every collection. We will continue to choose responsibly certified materials, maintain transparent supply chains and share our practices openly. Our commitment is not to marketing claims but to meaningful action grounded in our values.
The designs below reflect our belief that true craftsmanship is felt in every detail, from the first stitch to the final touch.
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Animal Welfare Craftsmanship Ethical Fashion Knitwear Merino Wool Premium Knitwear Responsible Sourcing RWS Certification Sustainability