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Beyond the Bale : December 2016
As activewear gains pace in high-end fashion, Vogue Italia puts wool sportswear to the test, proclaiming it a highly versatile and high-performance fibre. A double-page spread in Vogue Italia’s August issue highlights wool as the ultimate performance fibre, showcasing leading global brands and their innovative use of wool. On the catwalks of London, Paris, Milan and New York in the past few years, we have seen models being sent down the runway in slouchy sweats and sneakers, adding athleticism to events once reserved for flowing gowns and tailored suits. As activewear gains pace in the world of high-end fashion, more and more traditional sports brands are turning to premium fibres, such as wool, to add a touch of luxury to their performance apparel. And now, with fashion bible Vogue Italia dedicating two pages to Merino wool and activewear in its August edition, it can be said that the once humble T-shirt or sneaker is now on the radar of the world’s leading brands. Showcasing a selection of premium performance brands working with wool – including adidas, Bandavej, Aeance, Woolrich, New Balance, Helly Hansen, Reda Rewoolution, Odlo and Rossignol – Vogue Italia reinforces the fact that performance and luxury now go hand in hand. Considered the softest wool in the world, cites Vogue Italia, Australian Merino wool PERFORMANCE, SOFT AND GLAMOUROUS SPORTY WOOL is distinguished by quality factors that make it particularly suited to sportswear. Readers are educated on wool’s performance benefits, including moisture management, odour resistance, breathability and natural elasticity – reminded they need not give up elegance, even when training. “F ashion and sport are coming together, and they’re coming together at a fast rate.” So said adidas Senior Director Running Apparel and Customization Craig Vanderoef at the 9th Istanbul Fashion Conference. At a time when the performance attributes of Merino wool are being increasingly recognised and adopted across the global sportswear industry – as evident in the Vogue Italia article (see above) – Mr Vanderoef brought his experience of ground-breaking product development to this prestigious event in Istanbul, sponsored by AWI and organised by the Turkish Clothing Manufacturers Association. “We asked ourselves, how could we take every bit of performance, every bit of style, and put it all in one piece,” he said at the conference. “A running piece that keeps me warm when it’s cool, cool when it’s hot, is highly visible and protects me from the wind and rain. And I want it to be seamless and I want it to look great and not stink when I go out after I work out.” And so adidas, with the expert advice from AWI and the technical support from knitwear partners Stoll, chose Merino for their latest Primeknit T-shirts, providing runners with thermo-regulation, anti-odour properties and movement throughout their run and day (see the September 2016 edition of Beyond the Bale). “We brought experts and craftsmen together with the common goal and common hope that we’d be better together than if we were apart. Without the help of Woolmark or Stoll, we would have been able to make a nice garment, but it wouldn't be able to do everything we wanted it to do. An open innovation world allows for more.” MORE INFORMATION www.adidas.com AWI x adidas AWI continues to work hard to promote Australian wool in Turkey, which has an increasing opportunity for wool due to the country’s strong manufacturing market, potential luxury market and its proximity to the lucrative western European markets. PARTNERSHIP HIGHLIGHTED IN TURKEY 18 OFF FARM adidas Senior Director Running Apparel and Customization Craig Vanderoef addresses the 9th Istanbul Fashion Conference in Turkey.
In the Shops - March 2017