Italian sporty-chic style made with Merino
Daema is a young Italian sportswear brand for women who love a timeless, sophisticated and sporty-chic style. Daema has chosen to use primarily Merino wool, not only for its high performance but also because the brand says it represents a declaration of trust in nature.
Founded in 2020 in Bergamo, near the Italian fashion capital of Milan, Daema crafts sportswear primarily for tennis and golf but also for everyday fitness and lifestyle activities.
Daema CEO and co-founder Daniela Manzoni says the brand combines her two passions of fashion and sport. She grew up in a family of fashion entrepreneurs, with parents who she says were the epitome of good taste and sober elegance; and Daniela loves tennis, which she has played from a young age.
Daema’s garments are made almost exclusively from Merino wool, a fibre the brand has chosen for its combination of high performance and sustainability. The fabric is made from 96% Merino wool with 4% elastane to add an extra bit of stretch. The fabric provides the brand’s clothing with comfort, freedom of movement and impeccable style.
The garments include sophisticated, sporty dresses and a skirt and top with petals, plus a jumper, polo shirt, tank top, shorts, and cropped leggings. The cuts, lengths and fit of each piece are designed to emphasise the natural beauty of every woman and make her silhouette feminine.
Daema’s Merino wool top with petals, designed for tennis (left) and its Merino wool midi dress designed for golf.
“Daema’s Natural WoolFeeling collection is entirely made of Merino wool jersey to allow the athletes to rediscover the value of wearing noble natural fibres with high-performance properties. Perfect for sport!” Daniela said.
“The feeling I get when I wear my Daema garments for a tennis match is incredible: although wool is often associated with warmth, in reality Merino wool feels as fresh as cotton to the touch and on the skin, providing a sensation of lightness and freshness even on the hottest days.”
The garments are made entirely in Italy, a country with a heritage of craftsmanship and style.
Daema and Woolmark: quality and eco-responsibility
All the garments in Daema’s Natural WoolFeeling collection are Woolmark certified.
“In an era where the concept of luxury is being redefined and the fashion industry’s environmental impact is under increasing scrutiny, Daema and Woolmark stand out for their shared mission: to elevate fashion towards a new balance between style, innovation and respect for the planet,” Daniela said.
“Our relationship with Woolmark is not just a strategic alliance but a convergence of values, a mutual commitment to promoting fashion that respects and celebrates the environment.”
“Daema has sustainability and circularity in its DNA. Care for the environment starts through the choice of raw materials.”
Daniela Manzoni, Daema CEO and co-founder
Daniela says Daema’s philosophy is rooted in the belief that natural materials such as wool can offer a valuable and sustainable alternative to an industry dominated by fast fashion.
“Our choice of Merino wool is no coincidence: it represents a declaration of trust in nature. Merino wool is much more than a highly performing material. Each thread tells a story: that of the woolgrowers who produce it with sustainable techniques, its bond with the land, and its ability to transform nature into a lasting resource,” she said.
The brand’s garments are sold via the Daema website, which highlights the natural performance benefits of Merino wool and the value of the brand’s relationship with Woolmark.
More information: www.daema.it
This article appeared in the Autumn 2025 edition of AWI’s Beyond the Bale magazine that was published in March 2025. Reproduction of the article is encouraged.
