So far I am happy to buy from Celtic Sheepskin and John Smedley for responsibly-sourced, cruelty-free (as much as it can be) wool, including merino.
Any other recommendations? Any truly ecofriendly stuff I have found seems to be a tad...frumpy...
I am still struggling as to whether Gap is cruelty-free or not. They have put pressure on Australia to stop mulesing, but its not conclusive. Not sure about M&S either.
Eco shopping is a minefield 