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Your clothing choices actually matter more than you know. What you wear can affect your mood, confidence, health, and overall well being. 

And it’s not just about WHAT you wear, but how you FEEL wearing it.

Sustainable, natural clothing feels better, and today, we are going to help you discover how you can feel better about what you wear everyday and in it too.


Before we get to the top benefits of sustainable clothing, it is important to understand the definition.

Sustainable clothing is designed using sustainable fabrics like organic merino wool, organic cotton, and Tencel, and are designed, manufactured, distributed in ways that are environmentally friendly. 

And while the choices of brands that talk about sustainable clothing is growing by the day, a truly sustainable brand is one that designs with intention

Sustainable clothing brands have an eco-conscious business model that align with lessening their environmental footprint as much as they can. They look at the full lifecycle of the items they produce with a closed loop system - from ethical and renewable sourcing, production, biodegradable and recyclable packaging and end of life for the garment.

Sustainable Nui


“Beauty is being the best possible version
of yourself, inside and out.”
Audrey Hepburn

How does your clothing make you feel?

Scientists call the phenomenon of how your clothing makes you feel, "enclothed cognition". In their research, they found that clothing - the symbolic meaning of it and physical feeling - affects the way a person thinks, how they feel, and even how they function in the areas of attention, confidence, and creative thinking. 

And it’s not so much about how you actually look or the type of outfit you’re wearing, but how you feel in and about your clothing.


If you’re a part of our #nuiworld community, chances are you wear your sustainable values on your sleeve, which we applaud you for. In a world of endless options, sustainable living must be intentional. It means buying less, buying better, raising the bar of your expectations, telling your friends, and in the end, dressing the part.

Sustainability just feels better inside and out.

From the inside, it feels better to live in accordance with your values. Not doing so is known as cognitive dissonance, which can have a negative impact on your confidence and well being.

On top of that, natural fiber clothing just feels better against your skin. An organic and natural fiber breathable piece of clothing feels soft and clean against your skin. Knowing it is eco friendly, ethical, free of toxic pesticides and chemicals, is the icing on the cake. 

When you feel better inside and out, you’re nicer to people, you move differently, you hold your head higher, and you feel free.


“The secret to great style,
 is to feel good in what you wear.”
Ines de la Fressange

Do chemicals used on clothing impact how you feel?

We all know organic cotton and wool is better for the environment, the workers and growers, and for your health but does it actually feel different?

We’ve talked endlessly about the devastating impact of fast fashion on the environment, the toxic chemicals in conventional fabrics, and so many other reasons why you should choose natural and organic fibers. But in terms of how clothing makes you feel, there is nothing more important than how, actually, a fabric feels against your skin.

Which brings us back to Organic Merino Wool and our stance that it is the hands down winner of all fibers and fabrics for comfort, performance and durability.

Merino is a breed of sheep that thrives in Australia and New Zealand, and is best known for its long fiber, soft and fine wool. Wool's quality and softness is measured in microns, and the lower the micron, the finer and softer the wool is. Regular coarse wool can be 40 micron or more. Human hair measures at 75 micron. Nui's organic merino wool thermals are made from a super fine 17.5 micron.

Said an editor at Blister magazine, “Nui thermals at 17.5 microns are the smallest diameter wool we have in our roundup and in my opinion, it is the softest. I love that it is organic.”

Human Hair Vs Merino Wool

Because of it’s fine texture, merino wool isn’t itchy or rough like thicker wools, but it still has the same warmth and moisture wicking capabilities. It’s breathable, temperature regulating, antimicrobial, and resilient so it doesn't lose its shape.

And most importantly, you can actually feel the difference against your skin.

Probably the most common feedback we get from our hundreds of thousands of customers over the years, is how soft and comfortable Nui’s organic merino wool is. Kids don’t want to take it off. And as one customer said, “It just feels like luxury!”.


With every dollar we spend, we are creating the world we want to live in.

It just feels better to support the greater good of people and the planet. When you buy and wear clothing that is sustainable and eco conscious, you feel better about yourself, and in the end, you look better.

Knowing your money is being used to help make a difference in the world matters.


As women, we often want to give to others. We make sure our children are cared for by seeking the best care, attention, and even prioritizing natural fiber clothing. But as adults, we often cut corners on giving to ourselves, and as a consequence of that, end up feeling depleted, let down, and not good about ourselves.

To care about how you feel means, just as natural fabrics are environmentally sustainable and renewable - humans can be “renewed” too.

Some ideas for self care through your wardrobe include:

  • Investing in natural fiber clothing you love, that feels great against your skin and you feel great because it's good for people and the planet.
  • Curating a capsule wardrobe that makes getting dressed and life overall, easier.
  • Taking time to notice how beautiful your clothes make you feel because premium natural fibers have a softer texture and better drape.
  • Knowing natural fibers are naturally resilient, last longer, and get softer with wear.
  • Wearing clothing you can move and breathe in, because it’s sourced from nature, it feels like nature.

Could caring about how your clothing makes you feel have a positive and profound impact on your life? Only you can answer that, but we think it would be worth a shot.

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