Wool as a new summer basic: Amsterdam-based brand Joe Merino aims to grow internationally

Goal of Dutch menswear label, Joe Merino: expand internationally, a possible increase in the number of stores in Germany, all the while remaining an online-focused business. After introducing the third summer collection of Merino polos and shirts, the Amsterdam-based brand also joined forces with Woolmark to promote warm-weather wool. FashionUnited spoke with Ron Beckers, co-founder of the classic wool basics focused label, about the rising cost of wool goods, future plans of the brand, and advantages of wearing wool in warm weather.