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Beyond the Bale : September 2016
MERINO KNITWEAR THAT KIDS NATURALLY LOVE IL GUFO & WOOL This milk white short-sleeved 100 per cent extra fine Merino wool sweater is Woolmark certified and available now as part of Il Gufo’s latest collection. For Noël Kumar, listening to her inner voice was the best thing she ever did. After studying and practising law, she took a leap of faith, changing careers and launching babywear brand Little Pawpaw. Conscious of only sourcing and using ethical fabrics, Little Pawpaw products are all made in Australia whilst drawing inspiration from Noël’s Indian and Australian heritage. Luxuriously soft Merino wool products are a huge part of Little Pawpaw, with bodysuits, onesies and beanies all gaining the Woolmark stamp of approval. Merino wool wraps, blankets and booties complete the Merino wool collection. “Other than being gorgeously soft and gentle on the skin, Merino has so many good qualities that make it my fibre of choice, especially for baby wear.” Noël says she makes a huge effort to ensure Little Pawpaw products are made only with natural fibres, and takes pride in sourcing environmentally friendly materials. “Consumers are willing to pay the higher price for Merino wool and organic cotton as they care more about the environment and their health,” Noël explains. “They want to know where their products come from and what is in it. The trend to buy high quality non-synthetic products is increasing, and this is especially the case for baby products. The feedback I hear most from my customers is just how soft and gentle on the skin my fabrics are, which is exactly what they want for their babies.” MORE INFORMATION www.littlepawpaw.com ALL NATURAL FOR LITTLE PAWPAW When little Anjali came along, Noël Kumar’s life changed in more ways than one. Aside from becoming a loving mother, she gave up her job as a lawyer and let her creative side flourish, establishing her own range of babywear items under the brand Little Pawpaw. The common goal of AWI and Il Gufo is to raise awareness of the use of Merino wool as the fibre of choice in clothing, especially in the fashion industry for children and babies, along with reaffirming the message to consumers that wool is easy to wash. Il Gufo’s Autumn/Winter 2016/17 knitwear collection comprises more than 50 garments (jumpers, dresses and cardigans), 70 per cent of which are made with a 100 per cent Merino extra fine yarn, produced by top Biella-based company LANECARDATE. Many of the garments have received refined and exclusive treatments such as ‘dipping’ – dye immersion that creates unique shades – jacquard patterns and handmade applications. Along with other marketing collateral, Il Gufo is launching (following an international video contest) several promotional videos that showcase how children instinctively love Merino wool’s proprieties such as its softness, comfort, strength and elasticity. People often think that only adults have an answer for everything, that knowledge is their exclusive privilege and that children can AWI and leading Italian childrenswear brand Il Gufo continue their healthy partnership that started in 2012. only receive answers from grown-ups. But the videos demonstrate that this is not always the case and often it is adults who ‘learn’ from the point of view of children – always surprising, fresh and marked by brilliant innocence. The collection will be available online and in Il Gufo stores this month. MORE INFORMATION www.ilgufo.com OFF FARM 27
In the Shops - September 2016