HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : September 2015
OFF FARM 23 For Georgina Austin, a career in fashion design was not necessarily where she thought she would end up. The mother-of- two has a degree in graphic design, but after working at large fashion brands such as Country Road and Decjuba, today she is the founder and owner of premium knitwear label Cable Melbourne. "A lot of people told me that I wouldn't be able to have a brand that just did knitwear," she said. But after realising there weren't too many options in Australia specialising in high-end knitwear, Cable Melbourne was born. "I think we started with about 10 styles, which we sold wholesale. Then we opened a store in Armadale and it just grew from there. It's been eight years now." Georgina's innate understanding of the unique qualities of Australian wool seems to be part of her DNA; her great-great grandfather was the founder of Thomas S Beaumont & Sons, a leading buyer of Australian superfine Merino wool and the starting point of four generations of wool buyers. It's this deep connection with the Australian wool industry which not only fuels Georgina's passion to work with Australian Merino wool, but to also promote the fibre by supporting initiatives such as the Campaign for Wool's Wool Week and manufacturing in Australia as much as possible. Sadly, as more factories close, Georgina says it is becoming increasingly hard to remain 100 per cent Australian made. "Australian made is always something I have been interested in, although remaining so is becoming more and more difficult. I grew up being surrounded by Australian- made products and the importance of keeping things local. When I first started Cable I couldn't meet the minimum for off- shore orders, but local factories were very supportive of new labels back then. Even now, they're really keen to help experiment with new ideas. It's a real collaboration." A supporter of the Campaign for Wool, Georgina says every piece in the Cable Melbourne winter range contains Australian Merino wool of 19.5 microns. She says she has tried other yarns, but nothing compares. "Wool's really durable; you can do a lot of beautiful things with wool. It wears very well, it's machine washable, it's soft, it doesn't pill. I've tried others and we always go back to wool. We promote our products as investment pieces and so we need to have a very good quality yarn to back this up." After finding success with the womenswear side of the business, and having two children of her own -- three-year-old Harry and Heidi aged 20 months -- Georgina started a sub- brand, Cable Baby. "Cable Baby came about when Harry was in swaddles, it was freezing and I was thinking 'no one sells pure wool anymore'. Unless your grandmother's knitting you one you just can't buy 100 per cent woollen garments for children, so we thought 'well why don't we try and do some'." Surprisingly, it costs the same to make a wool jumper for a baby as it does an adult, which Georgina admits has been a bit of a challenge. Yet, as with all wool apparel, customers see the value in making conscious purchasing decisions and buying items of a high quality. "We get a lot of people buying presents and also grandparents buying it (Cable Baby); a lot of people see the value in it. If they only have to buy one and then pass it down to their next child they're happy to do it, but it's certainly not a disposable purchase. Wool is probably one of the most sustainable fibres out there. "Our baby basics range is machine washable, so you can put your baby in a pair of wool leggings, a top and then a jumper and you're all set, without too many layers in winter. Wool is breathable, babies don't get allergies from it, it's soft on their skin, it's easy to look after and it's warm." MORE INFORMATION www.cablemelbourne.com AUSTRALIAN WOOL FOR MUMS AND BUBS Premium knitwear label Cable Melbourne owner/founder Georgina Austin, pictured here with 20-month-old daughter Heidi, has recently expanded the business to include Merino wool apparel for children, under the brand Cable Baby. FAST FACTS • Premium knitwear label Cable Melbourne has expanded to include Australian Merino wool items for children. • Based in Melbourne, a key part of the Cable and Cable Baby brands is to manufacturer products locally in Australia. • For founder Georgina Austin, Australian Merino wool is in her blood, with a deep connection to the Australian wool industry.