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#006: Andy Caughey about how his Armadillo Merino shirts went to space

Andy Caughey

In this episode Andy Caughey, Managing Director of Armadillo Merino, talks about how he founded the business, what key challenges he had to overcome and how he managed to get his Armadillo Merino t-shirts into space. Andy Caughey explains his view on how wool products are multi-attribute products and once consumer understand a wool products they are customers for life.

About Andy Caughey from Armadillo Merino

Andy is a New Zealander and was born into wool. He was raised on a sheep station in West Otago before studying international commerce and marketing at Lincoln University.

Andy left New Zealand in 1988 to champion wool internationally. By executing growth strategies with the New Zealand Merino Company, Ibex Outdoor Clothing and John Smedley he has actively promoted the unique performance attributes of wool and commercially linked fashion brands through the value chain back to wool producers.

Armadillo Merino® was launched in 2011 in response to the injuries being inflicted on soldiers and first responders from wearing synthetics next-to-skin. Armadillo Merino® designs and manufactures skin-side clothing that is now being worn by professionals operating in high risk and extreme environments including astronauts, special forces, firefighters and other remarkable first responders.

Connect with Andy Caughey here






Key Timestamps

[spp-timestamp time=”01:24″] About Andy Caughey

[spp-timestamp time=”03:32″] How Armadillo Merino started

[spp-timestamp time=”06:04″] Establishing Armadillo Merino in the UK

[spp-timestamp time=”06:54″] How did synthetics end up on our soldier’s back?

[spp-timestamp time=”08:50″] The target group of Armadillo Merino

[spp-timestamp time=”09:45″] How to explain the benefits of wool

[spp-timestamp time=”12:22″] About the importance of defining a clear target group

[spp-timestamp time=”14:22″] How wool went to space

[spp-timestamp time=”16:32″] Generating social media content

[spp-timestamp time=”18:28″] Having to constantly adapt to the ever changing social media environment

[spp-timestamp time=”21:00″] The business challenges Armadillo Merino went through

[spp-timestamp time=”24:08″] Biggest learnings for Armadillo Merino

[spp-timestamp time=”26:21″] What should change in the wool industry?

[spp-timestamp time=”27:25″] How to get in touch with Armadillo?


About the author, Elisabeth

Elisabeth is the founder and host of the Wool Academy Podcast. She also runs her own consulting business where she supports wool industry businesses with strategic communications and project management.
Elisabeth used to work as the Secretary General for the International Wool Textile Organisation where she developed her passion for wool and the wool industry. Her previous education and work experience equipped her also with a broad set of communications skills.

Elisabeth vision is to see the wool industry thrive which is why she supports wool industry businesses communicate successfully.

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