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Beyond the Bale : June 2016
16 OFF FARM Two years ago, leading Dutch stroller brand Bugaboo released its first range of pure Australian Merino wool products, including a wool seat liner, wool mattress cover and the long-awaited Bugaboo Wool Blanket, pleasing newborns and parents around the world. The manufacture and use of shawls in India is huge, and AWI has worked to get more of them made from Australian Merino wool. After finding success with its first collection of Australian Merino wool stroller accessories, Bugaboo has continued to work with the natural fibre, expanding its product range with a contemporary wool blanket. INDIA: SHAWL STYLE Shawls have not only been an integral part of the Indian wardrobe for generations, but are also exported to international markets where they are well regarded as a sophisticated and comfortable style accessory. AWI recently held retail seminars – titled ‘Shawl Style’ – in the industry hub of Punjab to help connect its partners across manufacturing, merchandising and fashion – with the aim to increase the use of Australian Merino wool in the industry. Woolmark licensees including Shingora, SM Textiles and Apollo Textiles attended the events, which were co-partnered with high profile fashion publications L’Officiel India and Vogue India. The seminars’ panel consisted of senior leadership from top retailers in India including Arvind Brands, Future Brands, Tommy Hilfiger and Shoppers Stop. AWI and its retail associates acknowledged the contribution of Woolmark licensees in driving the sales growth of shawls and stoles across India. “These seminars gave our licensee partners direct access to leaders in both the retail and fashion industry – initiatives such as these drive awareness, build affinity and create excitement about wool,” explained AWI Country Manager, India, Arti Gudal. The seminars were followed by a fashion show by leading fashion designer and International Woolmark Prize participant, Nachiket Barve, who displayed a premium collection of stylish Australian Merino wool shawls and stoles. “AWI has provided a great platform for key stakeholders of the textile industry to showcase their expertise in different fields,” he said. “As a designer, I constantly work with licensees to source the fabrics which I design and showcase via retailers.” BUGABOO RETURNS TO MERINO WOOL Bugaboo stroller accessories made from wool help make life easier on the move for babies and parents. PHOTO: Bugaboo In time for the northern hemisphere’s spring, Bugaboo updated its Merino wool blanket portfolio, releasing the much-loved Bugaboo Soft Wool Blanket in three new colours along with a more contemporary look. This season’s Bugaboo Soft Wool Blanket is available in store and online in light grey mélange, off-white mélange and petrol blue mélange and can be machine washed and tumble dried. The blanket also has a new pattern, incorporating both a rib stitch and basket weave for a more contemporary look. Bugaboo says it has been attracted to use Australian Merino wool due to its natural health and wellbeing benefits and the softness of the fibre, along with the authentic story and provenance of Australian wool. “We are once again honoured to have worked with The Woolmark Company on the Bugaboo Soft Wool Blanket,” said Bugaboo Senior Brand Manager Evelien Oosterveld. “Made from the finest Merino wool, the blankets are both beautiful and functional; they are sure to keep little ones comfortable all-year round.” The Woolmark-certified Bugaboo Wool Collection is available online and stocked in stores in 50 countries across the world including Australia. MORE INFORMATION www.bugaboo.com
In the Shops - September 2016