Joe Merino knitwear

Joe Merino is a premium Dutch clothing brand founded in 2011 by Ron Beckers. Based in Amsterdam, the brand was established with a focus on simplicity, quality, and high-end Merino wool products specifically designed for men. The brand's philosophy centers on offering classic, timeless staples including sweaters, cardigans, and shirts, intentionally avoiding fast-fashion trends in favor of durable, sustainable garments.

Manufacturing of Joe Merino products typically takes place in specialized facilities in Italy, known for their textile expertise. The brand sources its raw material—Extra Fine Merino wool—exclusively from reputable suppliers, predominantly from Australia, ensuring the highest standards of animal welfare and fiber quality. Ownership remains private and independent, led by its original founder, maintaining a direct-to-consumer model that bypasses traditional retail markups.

Today, Joe Merino serves a global market through its webshop and physical brand stores in major European cities like Amsterdam, Antwerp, and Dusseldorf. The company remains committed to its 'B-Corp' ethics, focusing on transparent production and longevity in menswear.