Fashion is farming.

Farming is at the root of every fiber production. However, farming done the right way can prove to be a pathway to lower global G.H.G emissions related to agricultural activites by adopting practices like regenerative farming—which excludes harsh chemicals, pesticides, till and plant. Together with nature, we can flatten the curve and restore our our Planet’s health.

What the wool?

Let's get comfy: Merino wool isn't just any fiber—it's nature's answer to premium comfort and performance. With fibers five times finer than a human hair (typically around 50-60 microns), it's a champion at regulating temperature, warding off wrinkles, and saying goodbye to odors. But here's the kicker: it's not just biodegradable; it's the pinnacle of biobased materials on this planet for its versatility. Depending on its micron thickness, wool can be as soft as a cloud or as sturdy as a rock. We've chosen the finest wool, measuring between 17-19 microns, for its unmatched ease of use all-year round. Take our Soft Merino Knit Hoodie, for instance—light annd weighteless enough and yet cozy to keep you warm and comfortable for most of mother’s Nature weather. Plus, with its ultra-thin fibers, it's itch-free for ultimate comfort. Feel the difference with all of our Merino-based collection—your wardrobe will thank you later.

What is ZQrx certified wool?

Think of it as a scorecard for sheep growers, helping them farm wool responsibly to tackle climate change and biodiversity loss through regenerative land practices producing a wool that not only is the World's most Ethical Wool but helps work towards a Net-Positive future. Giannotti proudly incorporates traceable ZQrx Merino wool into all our sweaters, directly sourced from New Zealand farms and spun in Italy at our partner Cariaggi's solar-paneled facility.

View Certificate of Authenticity