For Been-here-a-while the knowledge is deeper, and there is an awareness that Merino sheep and their wool can vary a lot, but that the very best product is an "extraordinary" material.

For Snow-addict wearing wool means being warm.

No these are not marketing gimmicks but comments posted to a blog at the high-traffic website ski.com.

The blog discusses the merits of Merino wool and writers posted their approval for its unique temperature regulation, light weightiness, and breath ability attributes.

At the Melbourne-born outdoor retail giant Kathmandu, a Merino range introduced in 2004, and featuring strongly on the blog site, such is the consumer demand that the clothes line has transformed into being one of the companies highest turnover ranges.

A blend of 50:50 down to 19 micron Merino wool: polypropeline is used in finer under garments, midlayers, outer layer and travel essential.

And a range of Merino wool blend underwear has just hit the shops, according to Kathmandu brand manager Carmen Cleaver.

"We are very passionate about our Kathmandu Merino range of garments," Ms Cleaver told FarmOnline. "We are constantly looking for product innovations in the market so we can offer customers a great value, good looking and hard wearing range of Merino garments."

Questioned on Merino wool supply concerns, Ms Cleaver said "she had no idea" of any troubles within the Australian Merino wool industry.

"Here in New Zeeland Merino wool is booming," she said.

To assist its customers buy Merino products Kathmandu introduced a buyers' guide to Merino on the basis that "not all Merino is created equal".

Kathmandu states the fibre fineness clearly on the swing tag of the Merino midlayer, baselayer and underwear garments.

"Finer micron means higher next-to-skin comfort, along with a more luxurious feel and better durability," the guide states.

The guide then offers advice to avoid a "substandard scratchy Merino product experience, suggesting looking for a micron below 19.5 for next-to-skin, below 21.5 for outerlayer garment and to feel the fabric – "better quality Merino will feel softer and more comfortable."

Australian Wool Innovations chairman Wal Merriman said sportswool garments were "finally starting to gather momentum".

Kathmandu have been a Woolmark licensee since 2004 and have paid their invoice for the current year.