I couldn't find a brand that made 100% merino wool activewear that looked as good as it felt. So I spent the last year building my own.

I recently shared this story in r/merinowoolgear and got great feedback, so thought the r/sustainablefashion community might find it relevant.

I'm a yoga teacher on the side and spend quite a bit of time in activewear. About a year ago, with microplastics very much in the zeitgeist, I realized that almost everyone in the gym was wearing synthetic fabrics. I thought, "How did plastic-based polyester become the default?" I started researching natural alternatives and landed on merino wool as the ideal natural fabric for workout clothes - soft, naturally antimicrobial, temperature-regulating.

Travelers and outdoorsy people have used merino for years, but activewear (gym, yoga, fitness) is still 99% polyester. The merino clothes from established brands are often blended with synthetics, or are frankly not very aesthetically pleasing. So I spent the last year working with manufacturers to create 100% merino wool workout clothes.

And so, Aiua Clothing was born.

We launched recently and have been really heartened by the response. What I've learned so far:

1. People don't believe the "wear it 4 times" claim until they try it. I've gotten very good at stifling the "I told you so" reflex ;)
2. Price is a barrier ($65 tank, $85 tee). But educating customers about the benefits of merino makes them take a second look, especially when you take into account the cost of textile waste/microplastic shedding.
3. Interestingly, about 80% of my customers have been men. I think partly it's due to my ads and messaging, though I wonder if men are more willing to try something unconventional if the performance benefits are clear?
4. People who care about fabric really care about sustainability and ethical practices. Among the first questions I get is always a question around ethics. Our clothes are RWS, Oeko-Tex and BSCI certified, ensuring high standards of labor practices and sustainability.

Anyway it's been a fun ride so far and I'm excited to see where it goes. I'm sharing because I thought this community might appreciate an alternative to the plastic-based fabrics that have been marketed to us as "performance wear," and to hear what you all might like to see in a merino activewear brand.

Happy to answer any questions about merino, the supply chain, manufacturing, or whatever else you can think of. And if you want to check it out: aiuaclothing.com. No pressure.

Questions for the sustainable fashion community:

• Have you ever worn merino for workouts? What's your take?
• Do natural fabrics matter to you when choosing workout clothes, or are you fine with synthetics as long as they're produced more sustainably than traditional synthetics?
• What would you like to see from a natural fabric activewear brand?

tl;dr: Made 100% merino wool activewear because I was sick of sweating in plastic.