The Story Behind Bluey

Bluey was born in the sheep yards of my dad’s farm in Guyra, New South Wales. One day, standing in the middle of the shearing shed, I had an epiphany. I was surrounded by the world’s finest Merino wool, yet I was wearing a Merino top made overseas.

That’s when I asked, “Dad, what happens to our wool once it leaves the farm?”—in other words, why aren’t we wearing clothing made from our own Merino wool? Surprisingly, Dad didn’t know the answer, and neither did many other growers I spoke to.

It turns out that most (≈ 86%) of Australia’s premium Merino wool—some of the finest globally—is shorn on local farms, sold at auction here in Australia, and then shipped straight to China. There, it’s often blended with lower-grade fibres and then—believe it or not—sold back to us. Sometimes, it even makes another trip overseas for further manufacturing before finally ending up in your hands.

Flipping the Merino Script Since 2012

Since 2012, Bluey has been on a mission to change this. No middlemen. No blends. Just premium Aussie Merino wool sourced directly from ethical Australian growers. Our commitment to quality and authenticity is what makes our gear incredibly soft and proudly Australian-made and sourced. 

A New Chapter in Northern Tasmania

Life threw us an unexpected curveball when our family faced a tragic loss. For a while, Bluey went quiet. But not for long. We gathered ourselves—and Bluey—packed everything into a container and set off for Northern Tasmania: a land of fresh air, wild beauty, and a community rich in warmth and generosity. While we’re not considered locals yet (we’ve been told it can take years, if ever, to earn that title), we’ve completely fallen in love with the lifestyle. The crisp, cool climate is perfect—not just for us but for putting our Merino gear to the ultimate test.

Why We Choose to Stay Small

At Bluey, staying small is a choice. Growing larger would mean outsourcing our manufacturing overseas and sourcing Merino fabric without knowing its true purity or origin. That’s not who we are. Staying small means that we run out of stock more than we’d like. But that’s okay. We take pride in knowing that every small batch we produce is crafted with care, authenticity, and the highest quality Australian Merino wool.

Our journey has been one of resilience, passion, and staying true to our roots.

Thank you for being part of it.

Andrew & Emma