Building the Merino Wardrobe — One Garment at a Time
At Durable Journey, we believe product innovation should be thoughtful — not rushed. Our ambition is to design a complete wardrobe in regenerative merino wool, but we only launch pieces when they’re truly ready. Every item must meet our high standards for aesthetics, quality, and low environmental impact. That’s the promise.
A Wardrobe in Progress
Our vision is long-term: to create timeless essentials in merino wool — from next-to-skin layers to outerwear. But we move slowly on purpose. Each product must be functional, beautiful, and regenerative in its footprint. No shortcuts.
We launch only when the product is ready — not when the market expects it.
The Knitwear Challenge
Right now, we’re developing our signature knitted sweater. It’s a process of trial, error and refinement. The goal: finding the perfect balance between structure and softness — a piece that holds its shape, but still feels effortless to wear.
We're still tweaking the tension, the twist, the weight. But we're getting closer.
Natural Colours, Done Right
To push boundaries in low-impact textile design, we’ve teamed up with one of Italy’s leading natural dye specialists in Biella. Together, we’re exploring earthy tones and mineral dyes that don’t compromise on colour depth — or environmental responsibility.
Natural dyeing is an art. We're making it part of our future palette.
Innovation With Purpose
We believe innovation isn’t about “new” for the sake of it — it’s about doing better. Whether it’s developing durable yarns, refining fit, or finding regenerative supply partners, every decision must serve both the planet and the people who wear our clothes.
If it doesn’t align with our values, we leave it behind.
