St Enochs Pastoral targets European fashion houses with new wool brand

St Enochs Pastoral, a woolgrowing family in central Victoria, is launching a dedicated brand to target European fashion houses. The strategy focuses on sustainability, quality, and traceability to appeal to high-end designers.

By using QR codes on wool samples, the farm provides buyers with a digital narrative of their production process. This approach aims to increase demand for their 17-micron Merino wool by at least 10 per cent. Major brands, including Hugo Boss and Muji, have already visited the operation to inspect its provenance and sustainability credentials.