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Beyond the Bale : June 2015
22 OFF FARM Highlighting the versatility of wool, US television host and style expert Lindsey Calla has showcased the performance power of Merino wool on her high profile ‘Calla in Motion’ blog. Sporting Merino wool and wool-rich apparel from adidas, Vie Active, Theory + and Smartwool, the fitness-fashion blogger went to Joshua Tree in the California desert to put Merino wool to the ultimate test in one of the most extreme environments, as the mercury dipped and rose with the sun. Working alongside AWI, Calla trialled a mix of commercially available sports luxe apparel, describing it as “refreshing and uncomplicated”. “When it comes to fabric technology one of the oldest, natural, and most versatile fibres in the world still reigns supreme: wool. How refreshing and uncomplicated,” she writes for Calla In Motion, which has a readership of more than 60,000 people per month. “Merino wool has lots of natural stretch and recovers extremely well. This shape retention is another reason you can work out in wool and look good doing it, thus blending fashion and fitness together perfectly.” The Woolmark Company’s Facebook page posted a photo album of Calla trialling each of the garments at Joshua Tree, which reached more than 190,000 sports enthusiasts. Collaborating with bloggers and utilising social media is an important way of showcasing the benefits of wool to an increasingly tech savvy audience of consumers. MORE INFORMATION www.callainmotion.com/calla-in-motion/ merinowool PERFORMANCE POWER OF WOOL Merino wool and wool-rich garments from major brands were put to the test in the Californian desert by high profile US sports and lifestyle blogger Lindsey Calla, who shared her findings with her 60,000 readers. Commercially available wool-rich apparel from adidas, Vie Active, Theory + and Smartwool allowed Calla to champion the fibre’s benefits. Meet the entire value chain from farm to fork at Australia’s only agribusiness conference and exhibition SUPPORTED BY The Hon Joel Fitzgibbon MP Shadow Minister for Agriculture Tim McGavin Chief Executive Officer, Laguna Bay Pastoral Dr Brian Keating Science Director – Agriculture Flagship, CSIRO David Foote Chief Executive Officer, Australian Country Choice agriworldaustralia.com.au WITH OVER 80 SPEAKERS & 2000 ATTENDEES 16 & 17 July 2015 | Sydney Showground, Sydney Olympic Park REGISTER NOW MEET US JOIN Lindsey Calla of the ‘Calla in Motion’ blog trialling Merino wool apparel in the Californian desert. Calla is pictured wearing a Merino wool adidas t-shirt and Merino wool shorts from Vie Active. PHOTO: Marianna Massey