Choosing Bedding? Hear What Indi Mccullough Has to Say First

Image Courtesy of Shleep

Introducing Shleep, the Australian brand redefining the art of slumber. With a commitment to exquisite craftsmanship and luxurious materials, Shleep curates a collection of premium sleep essentials designed to elevate your nighttime routine. Experience the transformative power of restful nights and refreshed mornings with Shleep’s thoughtfully designed products, tailored for those who appreciate the finer things in life. Embrace sophistication and indulge in the ultimate sleep experience.

In an exclusive interview with the founder of Shleep, Indi Mccullough, we delve into the inspiration behind the brand and the passion for creating the perfect sleep environment.

Why did you choose Australian Merino wool specifically? What sets it apart from other types of wool and bedding materials?

I chose fine Australian Merino wool for Shleep not only because of its ultra-luxury and softness but also because it has the unique performance attributes of wool that make it perfect for sleep. Merino wool naturally regulates temperature, breathes, and wicks moisture, keeping you warm when it’s cold, cool when it’s hot, and dry when you sweat—whether from night sweats, menopause, or sleeping with a partner. It essentially sets your body’s thermostat to a perfect, stable temperature all night, preventing discomfort and ensuring deep, uninterrupted sleep.

Merino wool is also highly prized in the fashion industry for its ability to absorb colour beautifully and its luxurious drape. The finest Merino wool, typically around 17 microns or below (the grade we use), has an incredibly soft, cashmere-like feel against the skin. Australian Merino wool is globally recognized for its unmatched softness, consistency, and durability, which is why top designers like Loro Piana and Zegna use it in their high-end garments. Oddly, however, no one had yet used this remarkable fibre in bed linen—until now.

By selecting fine Australian Merino wool, Shleep products offer the perfect balance of luxury, performance, and practical benefits, ensuring you sleep comfortably and wake up refreshed every day, year-round.

Can you share a pivotal moment in your journey that shaped the philosophy of your brand?

Image Courtesy of Shleep

There were three key moments in my journey that shaped the philosophy behind my brand. The first was a personal realisation about the importance of sleep to health. As an overworked Advertising executive, I experienced first-hand how chronically poor sleep affects not only your energy levels but also long-term health—leading to serious conditions like heart disease, diabetes, and mental health problems. It became clear to me that sleep is a foundation for well-being, beauty, and vitality, not just rest. This realisation led me to look into ways to improve my sleep quality through better products.

The second moment came when I discovered the Woolmark sleep study, The Benefits of Merino Wool for Sleep Quality. Woolmark is the global authority on Merino wool and works to ensure that the highest quality standards are met across the industry. This study showed that Merino wool helps people fall asleep faster, stay in deep sleep longer, and experience more restorative rest overall. The findings validated my belief that wool’s natural properties, like temperature regulation and moisture-wicking, play a significant role in improving sleep quality.

Finally, I saw an opportunity in the bedding and sleepwear market. Most luxury brands in this space focus on aesthetics, using the same materials—cotton, silk, linen—with little regard for how these materials affect sleep quality. This inspired me to create a brand that prioritised comfort, wellness, and performance, over mere aesthetics. I envisioned a brand where sleepwear and bed linen not only looked beautiful but also actively contributed to better sleep and overall well-being, which is how Shleep was born.

How did you first discover the benefits of Merino wool for bedding?

My discovery of Merino wool’s benefits for bedding came after spending considerable time with Woolmark, visiting Australian Merino farms, speaking with farmers, and touring global factories that process Merino wool. At that time, bedding products made from wool were limited to items like duvets, mattress toppers, and pillows, but these generally used coarser wool wasn’t suitable for direct skin contact. I then saw an opportunity to transform the bedding industry by using Merino wool’s softness and unique qualities in bed linen.

What really excited me was the chance to harness Merino wool’s natural benefits such as its temperature regulation and moisture-wicking abilities—while making it ultra-soft and luxurious for direct skin contact. This would be a revolutionary approach for bed linen, a market that had yet to experience such innovation. With the right manufacturing partners, I was able to bring this vision to life and create the first-ever Merino wool bed linen brand. I didn’t just want to stop at the wool’s natural properties. I also worked to incorporate cutting-edge knitting, weaving and dyeing techniques to further enhance its benefits, including breathability and thermal regulation, to create a bedding experience that was not just luxurious, but actively improved sleep health.

How do you source your wool?

At Shleep, we source our wool through the traditional wool broker auction system, which allows us to select the finest batches of Merino wool from various Australian farms. We focus on wool with a lower flock count, known for its superior softness and luxury. While we don’t yet source directly from individual farmers, we carefully evaluate each batch to ensure it meets the highest quality standards. This approach also supports Australian farmers who are committed to sustainable and ethical farming practices.

As we continue to grow, we aim to build closer relationships with select farmers to ensure even greater traceability and transparency in our wool sourcing. Our goal is to continue improving the quality and sustainability of our wool while making sure our sourcing practices uphold the highest standards of animal welfare and environmental responsibility. We are committed to ensuring that the wool we use is not only luxurious but responsibly sourced.

Can you walk us through the process of transforming raw Merino wool into a finished bed linen and overall products? What steps do you take to ensure the finest quality and softness in your products?

Image Courtesy of Shleep

At Shleep, we start with the finest Australian Merino wool, selecting it through a wool broker auction system. The wool is then cleaned, carded, spun into yarn, and dyed to achieve the luxurious colour and softness we’re known for.

Our process is focused on creating products that optimise sleep and waking life quality. For instance, we blend Merino wool with bamboo for our Merino Jersey Bed Linen Sheets, enhancing breathability and moisture-wicking properties for year-round comfort. In sleepwear, we incorporate silk thread for added softness and lightness while maintaining the temperature-regulating benefits of Merino wool.

We work with cutting-edge knitting and weaving technologies to bring these designs to life. Often, this means using technology in new ways—like creating larger Merino wool jersey sheets, a material traditionally used only for T-shirts. This required collaborating with fabric technicians and machinery experts to develop the right technology to produce the necessary widths for bed linen.

For our fleece products, we use advanced knitting techniques to replicate the luxurious feel of animal fur, using only shorn Merino wool. This creates a cruelty-free alternative to traditional fur and shearling.

Image Courtesy of Shleep

We actively listen carefully to our retail partners and consumers, adapting quickly to feedback to continually improve our products. By pushing the boundaries of Merino wool’s natural properties through innovation and collaboration, we ensure every product is designed to enhance sleep health and deliver comfort, luxury, and sustainability.

Sustainability is a growing concern in the textile industry. How does your brand ensure ethical and eco-friendly sourcing?

We are committed to the well-being of both people and the planet, which is why our fine Merino wool is used in all our products. Merino wool is a natural, renewable, biodegradable, and durable fibre, making it one of the most sustainable materials available. It regenerates each year, minimising environmental impact, and its natural fibres biodegrade, leaving no harmful waste behind.

Not only is Merino wool the foundation of every item we create, but it also allows us to craft timeless pieces that stand the test of time. By designing items that resist wear and maintain their luxurious feel over time, we reduce the need for frequent replacements, contributing to a more sustainable lifestyle.

In our fleece products, our Merino wool mimics the same softness and luxury feel of fur and shearling—materials often used in high-end garments, boots, and rugs. However, unlike traditional fleece, fur, and shearling products that rely on animal skin, we use only shorn Merino wool. Using advanced knitting and weaving techniques, we create a cruelty-free fur and shearling alternative that offers the same warmth and luxury feel without harm to animals.

Sustainability is a journey, and we are committed to refining every step of our supply chain. We work closely with our partners to minimise our environmental footprint, offering high-quality, durable products that are designed to last—helping you make a positive impact on the planet.

Image Courtesy of Shleep

Dial up the cosiness and explore our curated selection of bedding sets, sleepwear, and sleep-beauty collections designed for both comfort and aesthetic appeal