The range is designed for performance sports such as endurance running, snow skiing, cycling and water sports, where keeping either cool or warm is important.
The majority of sales are to the United States because of their outdoor culture in hiking, canoeing and skiing.
“The creation of an online business is the best way for us to deliver the highest quality products to the world market at sensible prices,” Mr Michell said.
“If we can build it up to a few hundred thousand garments a year, and keep the heart and soul in the brand, we would be rapt.”
The I/O Merino website can be found at www.iomerino.com.
Read the full story in AdelaideNow