Australian shoppers are rushing to Kmart after discovering a winter fashion staple many say has become increasingly difficult to find at an affordable price: merino wool.
Brisbane personal stylist Sarah Strozkiy drew attention to Kmart's new $29 merino wool knitwear range after followers repeatedly asked whether the garments were genuinely made from wool rather than synthetic blends.
'Yes, 100 per cent merino wool for $29,' she said in an Instagram video. 'Good job, Kmart.'
Merino wool is considered expensive in Australia, with popular brands such as Uniqlo, COS and Dissh selling 100 per cent merino wool knit jumpers for anywhere between $50 and $200.
Strozkiy said she tried on the Kmart collection herself and found the pieces 'lovely', particularly given the affordable price point.
The range includes both a merino wool jumper and cardigan available in sizes 6 to 20 and sold in soft neutral and pastel tones including lilac, grey, beige, and cream.
The jumper features ribbed detailing, raglan sleeves, and side splits, while the cardigan includes a relaxed drop-shoulder design with fabric-covered buttons and a V-neck silhouette.
But beyond the clothing itself, the strong reaction reflects a much broader shift happening in Australian fashion.
Increasingly, shoppers are becoming more conscious of fabric composition - particularly after years of fast-fashion dominance filled wardrobes with synthetic blends.
'Thank God because it's been hard to find winter clothing that isn't polyester or acrylic. Wool has been hard to find and expensive,' one shopper wrote online.
'I love that it's a natural fibre at an affordable price,' another added.
Fashion experts say the change has accelerated alongside the cost-of-living crisis, as shoppers become more selective about what they buy and increasingly prioritise versatility and durability over trend-driven purchases.
Rather than buying multiple cheaper synthetic items each season, many Australians are looking for pieces that feel timeless, layer well and last longer.
Merino wool in particular has become highly sought after because it offers warmth without excessive bulk.
However, fully natural fibre garments typically come with significantly higher price tags, especially as wool production and manufacturing costs continue rising globally.
That is why many shoppers appeared genuinely surprised by Kmart's pricing.
'Off to Kmart I go,' one wrote.
Reviews on the retailer's website have also been overwhelmingly positive, with many customers praising the softness, warmth, and styling versatility of the garments.
'[This is a] really good quality for the price. I wear it all the time now. It's become my go-to piece,' one shopper wrote of the jumper.
Another customer described it as 'great value' and said it layered easily underneath puffer jackets without feeling bulky.
The cardigan has attracted similar praise, with one reviewer saying it looked 'extremely expensive' despite the budget price tag.
Some shoppers did note minor concerns around sizing inconsistencies and slight scratchiness in the fabric, while others wished the exact merino wool percentage was listed more clearly online.
Still, many said the pieces felt noticeably more elevated than typical budget knitwear offerings.
The popularity of the collection also reflects a wider evolution happening inside Australian budget fashion retailers.
As consumers become more informed about fabrics, tailoring and garment construction through TikTok, Instagram and personal styling content, expectations around affordable fashion are changing too.
Shoppers increasingly want clothing that not only looks expensive, but also feels worth keeping beyond a single season.
And in the middle of a cost-of-living crisis, a $29 wool knit is beginning to feel less like a basic purchase - and more like a small luxury.
