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Beyond the Bale : June 2016
10 OFF FARM SPORTSCRAFT LET IT BE LUXE Australian fashion brand Sportscraft this autumn released its Luxe Wool Edit, consisting of premium Australian Merino wool and wool blend pieces for women and men, available in-store and online. The garments in this stylish and contemporary collection are Woolmark- certified, cementing Sportscraft’s continued focus on quality fabrics. Sportscraft brand ambassador Naomi Watts returned to front the Autumn/Winter 2016 campaign – following the success of its wool promotion last year – in which she showcases an elevated approach to cosy, yet sophisticated and modern, seasonal dressing. Sportscraft ran a strong digital campaign to promote the use of Australian wool within its collection, with the Luxe Wool Edit being featured in the company’s online shop and throughout its website and digital channels. The brand’s website also explains the benefits of wool, the meaning behind the Woolmark, Woolmark Blend and Wool Blend logos, as well as a guide to how to wash wool apparel. “Wool is an extremely versatile and renewable luxury fibre,” the website states. “A fibre from the land, Australian wool is lovingly cultivated by generations of woolgrowers, who nurture every step of the growing process to deliver one of the earth’s finest and most precious fibres.” "The collection is really luxurious because we've used these lovely soft Australian wools." Hero pieces that make up the Luxe Wool Collection consist of a drape poncho with a stripe feature print, navy wrap coat with a contrast white grid fold-over collar, and a chunky cable knit jumper in pastel pink or cream. Following huge demand for its beautiful wearable wool, Sportscraft also revealed its first foray into interior textiles, with the release of an exceptionally soft, extra-fine, 100 per cent Australian Merino wool throw. Featuring a cream colour and a delicate cable knit design, it adds pure luxury to the home this winter. Many important moments make up Sportscraft’s 102-year history, including in 1964 Sportscraft winning the Australian Wool Board’s first ‘Pure New Wool’ licence – and Sportscraft is proud to continue carrying the internationally renowned Woolmark symbol today. MORE INFORMATION www.sportscraft.com.au/LuxeWoolEdit.html More than 50 years after Sportscraft became the first Australian company to use the Woolmark logo, the iconic brand continues to have a love affair with wool, this season launching a luxurious collection with the help of actress Naomi Watts. Actress Naomi Watts is the brand ambassador in Sportscraft’s Luxe Wool Edit campaign. Here she wears the Woolmark-certified 100% Australian Merino wool Clara poncho from Sportscraft’s autumn/winter collection. Sportscraft’s website not only highlights marketing collateral related to wool, it also shows a direct path to the company’s online shop where consumers can buy wool apparel.
In the Shops - September 2016