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Beyond the Bale : December 2014
20 OFF FARM JAGGAD Being based in the beachside Melbourne suburb of Elwood – a leafy neighbourhood whose locals value being active, living healthily and staying true – perfectly suits the ethos for recently relaunched apparel brand Jaggad. The company is not so much a sports performance brand, but more of an active lifestyle brand for everyone. “Jaggad is for anyone who wants to wear sportswear, whether it’s mums heading to the park to do yoga or dads out training for a local fun run,” CEO Steve Greene says. “We want it to be a community based brand, for real people, not sporting personalities who are only in it for the sponsorship money. We don’t believe in hype, marketing jargon or empty promises.” The company was relaunched in September 2013 after a new ownership team took over, and with AWI’s support has for the first time introduced wool into its range for the spring/summer season, available from the company’s new online store. The collection includes 100 per cent Merino wool baselayers for men and women, and Merino/polyester blend short and long sleaved T-shirts. This is a long-term commitment by the company into using wool, with the company’s autumn/winter range – available in February – to include many more garments made from wool, such as hoodies and pants. “The company wants to be known as the Australian Merino lifestyle brand. We are Australian owned and we use Australian Merino wool,” Steve says. “Importantly for us, we are very focused on quality. Our garments use the best performing textiles and construction techniques. They are cut from the best fabrics, created by passionate designers, for people who appreciate beauty, simplicity and design in sport and in life. “One of the main reasons I got into this business was because I didn’t believe there was much sportswear on the market that was both really good quality and also stylish. With Jaggad, there now definitely is. We’ve infused fashion and lifestyle into a sports brand.” Jaggad’s wool products are made from fabrics knitted by Melbourne-based ABMT Textiles which is an AWI MerinoPerformTM partner. The fibre used is 19.5 micron Australian Merino wool. While the brand is aimed at anyone and everyone who wants to wear sports apparel, its prototype garments are tested to the limit by somebody far from ordinary: one of the most successful sportsmen in the country, Carlton footy legend and dual Brownlow medal winner Chris Judd. “What we want are products that are durable and reliable, as well as stylish, and Chris has been a great help in ensuring that,” says Steve, who himself used to play AFL with Hawthorn. “Chris started his career wearing a footy jumper made from wool, and he wants to end his career with wool, testing it as part of the team here at Jaggad.” Steve forecasts the sports apparel market to continue to grow, as it has done over the past decade, and sees Merino wool being an increasingly large part of that growth. MORE INFORMATION www.jaggad.com Carlton AFL legend Chris Judd is part of the team at Jaggad – testing its prototype garments to ensure they are quality standard. MAKES ITS MARK WITH MERINO Australian sports and lifestyle brand Jaggad, with the support of AWI, has introduced wool into its range for the first time. Merino wool’s presence in the sports apparel market continues to grow.