World of Merino Editorial

The editorial team of the ecosystem dedicated to merino and the invisible wardrobe

Who we are

World of Merino Editorial is the editorial team of Best Before S.r.l. dedicated to merino culture, the invisible wardrobe and garment longevity. We publish in Italian, English, German and French, with an editorial method that combines direct apparel industry experience and cited technical sources.

By Roberto Giannino

Founder & Editorial Curator

Roberto Giannino is founder & editorial curator of Merino University and World of Merino, the editorial ecosystem of Best Before S.r.l. dedicated to merino culture and the invisible wardrobe. Active in the apparel industry since 1984, he brings over forty years of experience across production, sourcing, brand management and marketing, with direct knowledge of knitwear, shirting, tailored and casual/sportswear categories. This experience drives the project’s editorial line, content architecture, multilingual translations and selection of sources. On passages requiring specialised scientific expertise — keratin chemistry, fibre micrometrics, certifications — the project relies on industry publications and standards, systematically cited.

Roles & responsibilities

📐 Editorial direction
🗂️ Content architecture
🌍 Multilingual coordination (IT · EN · DE · FR)
🔍 SEO & content strategy
📚 Source selection & integrity

Editorial values

🧵 Apparel Veteran Perspective

Forty years in the apparel industry — from manufacturing to brand, from knitwear to tailoring — are the lens through which we read every material, every process and every marketing promise. Telling technical substance from commercial rhetoric is a daily exercise, not a pose.

📚 Material Truth

Technical claims — micron, GSM, lanolin, certifications — are anchored to industry publications and standards, cited at the bottom of every article. No unsubstantiated claims: if we can’t cite the source, we don’t write the statement.

🌍 Multilingual Transparency

We publish in 4 languages (IT, EN, DE, FR) with the same rigour. Translations are coordinated by the editorial team and reviewed, not left to machine translation. Same content, same accuracy, regardless of the market.

Ecosystem

World of Merino Editorial is part of a broader editorial ecosystem:

📰 World of Merino — Editorial: stories, lifestyle, capsule wardrobe
🎓 Merino University — Technical deep-dives: fibre science, certifications, garment care

All content is published by Best Before S.r.l., the Italian company that owns the domains and editorial assets.

World of Merino Editorial Team