Penny launched her label, Lady Kate, in April as a way to showcase wool and tap into a new market for women who appreciated timeless, classic tailoring that fits with current fashion trends.

"I wanted to reach women who may not have considered wearing wool before," she said.

The eight knitwear jumpers from her autumn/winter 2014 collection were all designed by Penny and were made by Australian company and Woolmark licensee A and B Knitwear in Melbourne.

It was quick turnaround from their first meeting in October last year to having the collection launched.

All the Lady Kate jumpers are produced from 17- to 21-micron Australian grown wool, with A and B Knitwear sourcing the wool for Lady Kate garments from Italian and Japanese mills.

While Penny was born and raised in Boorowa, as the daughter of Australian Wool Innovation chairman Wal Merriman and his wife Tina, she now lives in the heart of cotton country at Moree.

From there she operates the online-based fashion label, which was named after her great grandmother Lady Kate Merriman, wife of Sir Walter Merriman, who was knighted for his services to the wool industry.

"I wanted to name it something that was relevant to me and my history and it's also a little salute to all the women behind wool," she said.

Penny is no stranger to the fashion world, having worked in marketing at R.M. Williams for two years before launching Lady Kate.

And if anyone knows how to market the fibre to fashion story it's Penny.

"I actually had someone the other day who was surprised to learn no sheep had been had been killed in the making of her woollen jumper."

When it comes to working with wool, the fibre is second to none, according to Penny.

"The feel and drape of wool is unique. And it's really versatile," she said.

"I can design lightweight next-to-skin knits that weigh 400 grams each or I can design a thick, chunky roll neck knit you could wear in the snow, and with each one I can still get the same softness and breathability."

Penny is a familiar face around the sheep show ring and hopes to one day return to her family's stud, Merryville.

"For now I will leave the wool growing to Dad and George [her uncle], and I'll do my bit to sell it," she said.

Penny had been overwhelmed by the success of Lady Kate, with half the stock sold in the six weeks following its launch.

"I've had lovely feedback from women who have been looking for good quality Merino wool garments in unique colours and designs," she said.

"Women have been really impressed by how soft the garments are.

"It shows there is a lot of education that needs to be done with regards to wool.

"Some of the old perceptions of scratchiness still exist but once they have the chance to feel the product, they're instantly converted."

Work is under way on the Lady Kate autumn/winter 2015 collection.

"I'm taking the best of autumn/winter 2014 range and expanding on it by looking at the most popular colours and styles, and a variety weights and textures."

Penny is confident there is a future for wool in Australia, despite the current lacklustre wool price for superfine and fine wool growers, in particular.

"Merino wool is a quality fibre and from a designer's point of view, it's obvious to me more brands are recognising its value and incorporating it into their collections," she said.

"The wool prices might not reflect that yet but it's a big ship to turn around."