"Actually Eric i would disagree. Lycra shorts are a marketing success. What really killed wool shorts was not the wool, but the natural (hrd to take care of chamois.) There are still a number of cyclists who wear wool shorts, myself included. A Nice pair of wool/ycra mixed short with a modern synthetic chamois is a wonderful thing. Just one example:
http://shop.ibex.com/Apparel/Mens-Ride/Arrivee-Bib_4
Of course what do I know, I also wear wool underwear, particularly for alpine and winter climbing."
Have to disagree with you on a few things there James.
First off, there is nothing stopping manufacturers installing different liners in cycling shorts, so if a manufactorer wanted to produce wool cycling shorts then they could easily make a range with artificial chamois inserts.
I've been a very active cyclist for 30 years now, i've toured, raced, trained, i've been a member of several cycling clubs, from BMX through MTB and touring clubs, the vast vast majority of my good friends are also very active cyclists.
What with races, tours, randonnée etc i meet a fair few cyclists all the time, as a gear head inevitably any chat goes straight onto gear.
In the last 20 years i've met 2 guys that preferred wool cycling shorts.
One was riding/pushing a fixed wheel bike up Alpe d'Huez, the other had a moustache wider than my handle bars and wouldn't wear a helmet because he's "never worn one before"
Granted 2 is a number, in the context of how many wear lycra be that as cycling shorts or undergarments (MTB) it's a insignificant amount.
This despite the fact that several companies do still produce wool cycling shorts, many like Ibex use a more modern mixture, still the vast vast vast majority prefer man made fabrics.
So in my opinion it has absolutely nothing to do with marketing, it's simply about people choosing what works.
Lycra is cheaper, easier to clean and maintain, wicks moisture better, dries quicker, holds it's shape better and doesn't itch.
THAT's why wool cycling shorts have died a death.