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Beyond the Bale : March 2015
OFF FARM 23 AWI partnered with China’s children apparel brand jnby by JNBY which last year released a Woolmark-certified Merino wool collection called Dream Riders. “ The natural and comfortable qualities of Australian Merino wool perfectly match our requirements as it is naturally soft and a skin-friendly fibre, making it very suitable for children’s clothing. Choosing the best material is extremely important." So says Design Director Yin Xiao Yue of China’s children apparel brand jnby by JNBY which last year released a Woolmark- certified Merino wool collection for autumn/ winter 2014. The collection – for boys and girls, and named Dream Riders – uses the finest quality fabrics made from extrafine Australian Merino wool, and includes sweaters, cardigans, dresses, leggings and accessories. Originally started by a group of university students back in 1994, JNBY – which stands for Just Nobody, Be Yourself – has grown to become one of China’s leading and most innovative fashion apparel brands. With a major focus on womenswear, JNBY launched its childrenswear brand, jnby by JNBY, in 2011. AWI worked closely with jnby by JNBY to develop their Merino wool collection, presenting The Wool Lab and innovations in Merino wool to JNBY, as well as recommending licensed yarn and fabric suppliers. A critical part of AWI 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 children’s and baby wear is an important example of such a lucrative market, and AWI is helping to drive demand for Merino wool in this market. AWI’s funding of scientific research into the positive effects of Merino wool on skin conditions (see opposite) helps AWI and industry to advocate the benefits of Merino wool to the textile trade and consumers, and ultimately enables companies to market their Merino wool products as being kind to the skin. This is especially relevant in the apparel markets for children and babies, who tend to have more sensitive skin. MORE INFORMATION www.merino.com/jnby JNBY RELEASES MERINO CHILDREN'S COLLECTION