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Beyond the Bale : December 2014
OFF FARM 17 • Innovative US babywear brand aden + anais has released a Pure Merino Muslin collection with Woolmark Nurture certification. • Through test certificates AWI was able to trace which farms produced the wool for aden + anais. Acritical part of AWI’s strategy is to find new markets for Merino wool – especially those markets that highly value Merino wool’s natural attributes, and in which consumers are prepared to pay premium prices. The market for baby and infant wear is an important example of such a lucrative market, with AWI’s ‘Mothers and Babies’ program working in three main areas: funding scientific research into Merino’s health benefits, innovative product development, and creating awareness of the fibre’s benefits. One of the most recent product developments within this field resulted from the partnership formed by AWI with innovative US babywear brand aden + anais. A leader in the market, aden + anais has combined its award-winning muslin weave with pure Australian Merino wool to create a luxurious Merino muslin fabric, offering to consumers the ultimate in softness, breathability and temperature regulation. The aden + anais Pure Merino Muslin collection features a swaddle, sleeping bag, dream blanketTM and a security blanket, with each product carrying Woolmark Nurture certification. “Over the years, we’ve grown to be recognised as the true innovators of muslin in the marketplace and I wanted to explore other fibres that would work with our signature muslin weave,” explains aden + anais co-founder and CEO Raegan Moya-Jones. “Merino wool just seemed like the perfect fit – it’s natural, breathable, and one of the loveliest fabrics I’ve ever felt.” The Pure Merino Muslin collection carries Woolmark Nurture certification to offer parents additional reassurance through strict testing which follows global industry standards. The diameter of the Merino wool fibre in certified Woolmark Nurture products has an upper limit for each product category to ensure the products are comfortable for babies. For instance, an aden + anais Merino muslin product is guaranteed to be made from Merino wool with a micron of 18.5 or finer, so will feel luxuriously soft against baby’s skin. Through test certificates, AWI was able to trace woolgrowing properties which supplied the wool that went into the latest aden + anais Merino wool products. One of the properties was ‘Bochara’, owned and run by Bernie, Linda and Matt Hair near Hamilton in Victoria. A retired policeman, Bernie and his family have slowly been building his flock since 2007 and these days enjoys taking care of his 1100 sheep rather than the often tense job of working as law enforcement. “It really is special learning where your wool ends up, particularly when it makes such wonderful products as these,” said Linda clutching an aden + anais blanket. “When he was a baby, our son Matt slept with wool and it kept him perfectly warm and comfortable and now as a young man it’s great having him help grow the fibre.” Woolgrowers Bernie, Linda and Matt Hair from near Hamilton supplied some of the wool that went into the manufacture of the aden + anais Pure Merino Muslin collection. FROM MERINOS TO MUSLIN AWI’s Mothers and Babies program continues to help drive the demand for Merino wool in the lucrative babywear market. MORE INFORMATION www.merino.com/adenandanais An advertising image that is helping aden + anais promote its Pure Merino Muslin collection to consumers.