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Beyond the Bale : June 2016
OFF FARM 25 Jeanswest has launched a new Woolmark- certified ‘Australian Wool Collection’ comprising women’s and men’s knitwear – and the fashion brand is highlighting the source of the fibre, Australian wool-growing properties, as the backdrop to its marketing campaign, in-store and online. Working with AWI subsidiary The Woolmark Company, Jeanswest is demonstrating its continued commitment to increasing its premium category in conjunction with traceability and transparency in relation to its sourcing while also supporting the Australian wool industry. “We are passionate to tell the story behind our collections and working closely with The Woolmark Company provided us the opportunity to trace where the wool originated from for our new AW16 Woolmark range as well as shoot our campaign on a wool-growing property,” said Jeanswest General Manager of Product, Adam Lloyd. “For us, this reflected our commitment for complete transparency and traceability within our business. “The Woolmark association brings with it the highest level of quality and integrity, so our customers can be assured they are purchasing superior, premium knitwear that will last the test of time.” The campaign shoot took place at ‘Benangaroo Station’ at Jugiong in NSW, owned and operated by Michael and Angela Field who produce close to 2,500 bales of Merino wool annually. The Fields’ daughter, international model Stephanie, returned to Australia from her New York residence and faces the new Jeanswest campaign on her family’s property. “Being able to share where I grew up with the rest of the crew was such an incredible experience, it made me feel proud of who I am and where I come from. It’s not often you have the luxury of shooting in the comfort of your own home,” explained Stephanie. The Woolmark Company also collaborated with Jeanswest to offer wool training programs, which gave Jeanswest team members a better understanding and appreciation of wool production. This was passed on and reflected in the marketing to consumers. “With high visibility across Australia and New Zealand, the latest Woolmark collection for Jeanswest is a fantastic way for our local consumers to experience the luxuriousness of Australian Merino wool,” explained AWI CEO Stuart McCullough. “Equally important, it allows our hard-working woolgrowers to witness the commercial aspect of their product – seeing their wool on the racks of one of Australia's largest lifestyle retailers.” MORE INFORMATION The apparel is available in-store and online at www.jeanswest.com.au Fashion brand Jeanswest is using the provenance of Australian wool and the fibre’s key benefits to help market its current collection of Woolmark-certified knitwear to consumers. JEANSWEST’S AUSTRALIAN WOOL COLLECTION The Jeanswest website not only provided their customers with a direct path to purchase Australian wool garments, but also provided a wealth of information on the story behind the ‘Australian Wool Collection’ Stephanie with her father Michael and mother Angela at their property, Benangaroo Station in NSW. PHOTO: Stephen Chee Stephanie Field modelling an Australian wool garment on her family’s property, as part of Jeanswest’s new ‘Australian Wool Collection’ marketing campaign. PHOTO: Stephen Chee
In the Shops - September 2016