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Beyond the Bale : March 2017
The fabric in Devold’s Trollkyrkja jacket is made using OptimTM technology (see page 11) that makes the fabric both water and wind resistant. The 100 per cent Merino wool fabric is a result of development by the Wool Development Centre set up in 2013 by AWI and Chinese company Nanshan. The jackets will be available in the shops later this year for both men and women. “One of our main leveraging points is innovations, including our new 100 per cent Australian Merino wool shell jacket,” said Devold Product and Business Director Vidar Thorvik. “The idea for the jacket started one year ago at the Woolmark stand at ISPO where we were shown this new fantastic fabric. We’ve been quite busy this past year to be ready to launch the jacket this fall.” Devold also won a 2017 ISPO award for its wool Tinden Spacer jacket. The innovative spacer mesh technology creates air pockets for enhanced insulation, while maintaining wool’s natural properties such as the ability to regulate body temperature and create warmth even when wet. According to Mr Thorvik, the reason wool is still central to the company’s products is because environmental issues are important. “One trend is that things should be natural. Wool is natural, it’s a miracle fibre. It won't be destroying the earth, it’s renewable. So a 100 per cent natural fibre is fantastic; it’s important to have alternatives to synthetics.” MORE INFORMATION www.devold.com WHAT THE BRANDS SAY ABOUT THE MARKET FOR WOOL At the trade shows, key brands reported an increase in demand for wool, diversification into new sectors of the market, the development of new wool innovations, and consumers understanding the natural benefits of wool and willing to pay a premium over other fibres for those benefits. One of the world’s oldest companies producing wool product for the outdoor market – since 1853 – and in the very top tier of wool apparel production, is Norwegian company Devold. Working closely with their customers, Devold CEO Catherine Stange says exciting innovations arise from very specific requirements from consumers. “Right now there’s a clear trend towards finer micron Merino wool. Our 17.5-micron collection is getting more and more traction from consumers who are adapting that to a year-round alternative. In addition, we are able to expand and evolve the use of Merino into new categories. For instance, we’ve developed a collection for the sports/high- intensity training segment of the market based on 16.5-micron wool mixed with Tencel.” For Thomas Moe, Head of Mountainwear at German brand Ortovox, he sees an increase in demand for all wool products. “There’s a big trend in wool, a lot of people are jumping on the wool trend so we as a brand have to go deeper. Deeper means we have to go to the origin and have close contact with the farms, showing what happens from sheep to shop. “When people understand the benefits of wool they don't talk about the price because they understand the need for wool. Wearing wool, you have all the fibre’s benefits such as odour resistance, and you need less garments. One wool garment is going to be more expensive than a comparable polyester garment, but since you need less garments you actually come out better.” Outdoor, ski and sailing brand Helly Hansen is also seeing an increase in demand for wool, particularly its base-layer range. “We’re growing what we are doing with pure Merino wool because it’s what our customers want as it is superb at keeping you warm and comfortable,” says Helly Hansen Category Managing Director Kristoffer Ulriksen. “Merino wool is a more expensive fibre, but the interesting thing is that we’re seeing more and more markets and consumers understanding the benefits of Merino wool; they are willing to pay more to get that added benefit of warmth and comfort. “One of the exciting new products we have this season is the new seamless Merino wool product. We’ve had some people testing it and the feedback from our athletes trialling it is that it has fantastic comfort. People absolutely love it. It has such great warmth-to-weight ratio that even though it’s lightweight – it’s fairly thin – it has great comfort and warmth for the consumers.” 100% MERINO JACKET WINS AT ISPO Devold’s award winning Trollkyrkja jacket made from 100% Merino wool. The award winning 100% Merino Trollkyrkja jacket being promoted on the Devold stand at ISPO. Norwegian outdoor brand and Woolmark licensee Devold won a 2017 ISPO award for its Trollkyrkja jacket made from 100 per cent Merino wool. OFF FARM 9
In the Shops - March 2017