Australian Merino wool — long recognised as the world’s finest — is taking centre stage under a landmark partnership between two iconic homegrown brands.
RB Sellars and Woolmark have partnered to bring woolgrowers’ world-class fibre into a new performance-driven workwear range, as part of RB Sellars’ Australian Grown campaign celebrating the people, places and practices behind Australian-made quality.
The collaboration introduces an RB Sellars’ Woolmark-certified collection focused on innovation, showcasing how Australian Merino performs in modern workwear while recognising the woolgrowers who’ve set the global standard for natural performance fibres.
The campaign centres on three priorities: creating high-performance garments for modern farm work, advancing Australian-grown fibres and technologies like Nuyarn, and strengthening industry collaboration to support wool’s future.
RB Sellars CEO Jim Gall said Australian Merino wool has long been part of everyday life thanks to its unrivalled softness, durability and versatility, and this partnership brings the world-class fibre into a new generation of performance-driven workwear.
“While performance fabrics like Australian Merino have traditionally been reserved for sport and outdoor pursuits, we’re bringing that same innovation to agriculture with Nuyarn-powered base layers that deliver breathable, durable, thermoregulating comfort from paddock to tractor,” Gall said.
“With Nuyarn technology setting a new standard in workwear through advanced moisture control, we’re helping Australian farmers perform at their best in all conditions.
“This collection is proudly grown by farmers and worn by farmers, creating a circular story from paddock to product.”
The collection spans men’s, women’s and kids’ base-layers, singlets and polos, specifically engineered to support the way modern farmers work.
Woolmark Managing Director Bryan Fry said this partnership underscores the enduring value of Australian Merino wool, not just as a fibre, but as a symbol of Australian capability, care and craftsmanship.
“Australian Merino wool is a natural, renewable and biodegradable fibre, grown year after year on Australian farms and designed by nature to perform,” Fry said.
“Its natural odour resistance and moisture-managing properties help regulate body temperature and remain comfortable across changing conditions, making it perfectly suited to long days outdoors, whether on the farm, at work or on the move.”
By partnering with Woolmark, RB Sellars reaffirms its commitment to Australian Grown products and to the woolgrowers who continue to produce the world’s best natural fibre.
About Woolmark:
Woolmark stands as the global authority on wool. Through extensive industry relationships, it promotes wool as the ultimate natural fibre and premier ingredient in premium textile products. The Woolmark logo is one of the most recognised and respected brands, representing quality and pioneering excellence from farm to finished product.
About RB Sellars
For 30 years, RB Sellars has been part of the fabric of rural Australia. What began with a simple idea — a durable workshirt in a range of colours — has grown into an Australian icon: the legendary Burton Workshirt. Built on the same values of quality, practicality and hard work, The RB Sellars range now includes tough, comfortable apparel for the hardest working Australians across the country.
We’re proud to use natural fibres like Australian grown cotton and Merino wool — materials that breathe, last and perform in the toughest conditions. By supporting Australian farmers and choosing natural fibres, we’re backing the land that inspires everything we do. Built for work. Made for life. And ready for whatever comes next.
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