Merino wool,sustainable businessesses and socks

This company purports to be a sustainable business and sources materials such as merino wool from family businesses in Tasmania as part of a sustainable ethic in its manaufacturing process...paying producers enough to keep maintain its sourced product in a fair trade type of arrangement.I first came aacross this business as a result of watching the last episode of Landline on the ABC. http://www.abc.net.au/landline/content/2006/s1860209.htm