I've got Icebreaker and Smartwool 100% wool clothes. Both are fairly comparable.

I've also got some 50/50 synthetic/merino Tees that I got from Mountain Warehouse on steep closeout. I prefer them, they dry so much faster, retain anti-stink, and still warm/cool like 100%.

This is just for base type stuff, I haven't splurged for merino jerseys (yet...)