Wyndhurst: Preserving Premium SRS Merino Wool

Wydnhurst, a renowned farm in the Flinders Ranges, approached Knovus to maintain the highest quality of their special SRS Merino wool. Frustrated by brokers blending his premium wool with lower-quality yarns, the farmer sought a solution that respected the superior crimp and comfort factor of SRS Merino. In collaboration with the farmer, Patricia Chircop, Director of Knovus, developed the concept of creating a heritage brand of clothing designed to be cherished and passed down through generations.

Together, we meticulously developed a complete yarn-spinning supply chain within Australia and New Zealand, overcoming the challenge of reviving local processing capabilities. This innovative approach reduced the supply chain distance to under 10,000 km, significantly less than the usual global supply routes. Patricia's vision encompassed creating a business model and designing a range that adhered to just-in-time manufacturing, allowing direct shipping to customers. This project fulfilled the farmer's vision and honoured biodynamic farming practices and sustainability goals, supporting the local industry while ensuring premium quality and heritage value.