Uruguayan Merino Wool Takes Center Stage at the Football World Cup

The Uruguayan national team arrives at the 2026 FIFA World Cup with more than just a sporting identity. The official uniforms to be worn by the Celeste delegation were unveiled by the Uruguayan Football Association (AUF) alongside renowned Uruguayan designer Gabriela Hearst, in a collection that highlights one of the country’s most iconic resources: Merino wool.

Developed exclusively for the Uruguayan team, the collection features custom-made garments crafted from wool produced in Uruguay. The project serves as one of the most significant international showcases for the wool industry and introduces millions of people around the world to a flagship Uruguayan export product that combines quality, sustainability, and traceability.

The initiative highlights the value of Uruguayan Merino wool, internationally recognized for its fineness, softness, and versatility. The fibers used in the garments come from farms in northern Uruguay and were processed by Lanas Trinidad, one of the leading companies in the country’s textile industry.

Merino wool has established itself as one of the most prized natural fibers in the high-end fashion and design industries. Its thermal regulation, breathability, durability, and comfort make it a highly valued material for performance apparel. Equally important is an attribute that is increasingly valued by consumers and brands: its natural, renewable, and biodegradable origin.

In Uruguay, sheep farming is part of a centuries-old tradition that has evolved through the adoption of innovation, technology, and sustainability standards. The wool value chain brings together producers, rural workers, shearers, technicians, industrial processors, designers, and artisans, generating employment and added value across the country.

Uruguay has also established itself as a reliable supplier of fine and ultra-fine wool through production systems based on best practices, animal welfare, and the responsible management of natural resources. These strengths have enabled Uruguayan wool to gain a foothold in some of the world's most demanding markets and in the collections of leading international brands.

The initiative also strengthens the international profile of Uruguay Wools, the sector brand promoted by Uruguay XXI together with the Uruguayan Wool Secretariat (SUL), which forms part of Uruguay’s Country Brand strategy. The brand represents the entire value chain, from primary production to high-end design, and brings together more than 300 small and medium-sized enterprises. Under the concept “Pure Natural Mystic,” it promotes distinctive attributes such as design excellence, natural origin, innovation, and a vision that combines local identity with global reach.

The initiative builds on a journey that began at the 2022 FIFA World Cup in Qatar and takes it to a new level, where haute couture and sport come together as a platform for showcasing Uruguay to the world.

Uruguayan Merino wool will accompany the national team and bring with it a story of quality, craftsmanship, identity, and sustainable production—one that is deeply rooted in Uruguay’s productive heritage.

Photo credit: Asociación Uruguaya de Fútbol