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Beyond the Bale : June 2016
14 OFF FARM As denim continues to remain one of the world’s most popular fabrics, the interest in the use of Wool Denim is on the rise. AWI has worked with development partners to produce a wool/cotton denim blend that replaces some of the traditional denim yarns with machine-washable wool. Most recently, collaborating with Italian weaver Berto and Dutch suit manufacturer The Makers, AWI presented an update to traditional tailoring at the world’s leading denim show Amsterdam Denim Days. Working with Berto’s high-end denimwear department Blue Selvedge, the 65 per cent Merino wool and 35 per cent cotton fabric was manufactured by The Makers into three Wool Denim suits, introducing traditional tailoring to a contemporary customer. The collection, titled 3x8, highlighted three moments during the 24 hours of a day where these suits could be worn – with three suits titled Urban, Lounge and Smoking: • Urban: A utilitarian-style suit well matched for everyday activities. Designed for those whose main mode of transportation is a bicycle, this suit has been adapted with a magnet to fold the leg of the trousers to avoid it getting stuck between the bike chain as well as the capability to tie the front of the suit to prevent it blowing in the wind whilst riding. • Lounge: A partially lined, unstructured jacket and leisure trouser, helping you easily make the transition from day to night whilst still maintaining a contemporary look and feel. • Smoking: Streetwear meets tuxedo with this Wool Denim suit. The Makers’ Paris Fit is perfect for the man who feels too stiff and formal in a regular tux, but needs a suit for that special evening occasion. “Merino wool has traditionally been used in more formal apparel products,” explained AWI CEO Stuart McCullough. “So to enable wool to regain some of its market share from cotton and take advantage of the trend towards casualisation, we have worked closely with the manufacturing industry to develop innovative fabrics using wool for these new markets. “Joining forces with Berto and The Makers to create the 3x8 collection further allows us to not only update traditional tailoring methods and reinterpret the conventional suit, but also highlight the innate versatility of Merino wool and pass the fibre’s natural benefits on to consumers.” With Wool Denim enjoying all of Merino wool’s natural benefits, such as next to skin comfort, resilience and natural elasticity, visitors to AWI’s stand at Amsterdam Denim Days were amazed to discover the denim suits were made from 65 per cent Merino wool. “People commented on the softness of the Wool Denim fabric in comparison to cotton, and the comfort that the fabric would allow in making the suit more apt for everyday activities,” explained AWI Benelux Country Manager Ingrid Oomen. “Many visitors were also unaware that Merino wool could be used as a substitute for cotton in denim and were impressed by the casualisation of traditional tailoring in creating suits that were comfortable to wear day and night.” The traditional suit gets a modern makeover as AWI, Italian weaver Berto and Dutch suit manufacturer The Makers join forces to create three Wool Denim suits, made with 65 per cent Australian Merino wool. The Urban, Lounge and Smoking Wool Denim suits are made from 65 per cent Merino wool and 35 per cent cotton fabric. WOOL DENIM’S TWIST ON TRADITIONAL TAILORING
In the Shops - September 2016