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Beyond the Bale : June 2017
Long-time supporter of the global wool industry, HRH The Prince of Wales, was shown the latest Merino wool innovations during a recent visit to Florence, Italy. GQ China recently visited Melbourne for a photoshoot featuring activewear from top global brands, and proclaimed Merino wool a highly versatile and high-performance fibre. MELBOURNE CITY IS MY GYM WOOL GIVEN THE ROYAL TREATMENT In an initiative to increase the demand for Australian Merino wool in China’s premium sportswear market, AWI supported the inclusion of Australian Merino wool apparel in a 12-page feature by GQ China. Under the title ‘The City is My Gym’, in the magazine’s April edition, activewear is featured in the outdoor urban environment of Melbourne, with four images featuring Merino wool apparel seeing the models skateboarding, cycling, running and doing yoga. The premium global brands using Merino wool include adidas, Z Zegna, Rapha, Club Monaco, Givenchy by Riccardo Tisci, and Officine Générale from Mr Porter – reinforcing the fact that performance and luxury now go hand in hand. Readers are educated about Australian Merino wool’s performance benefits – including moisture management, odour During a visit to Florence, Italy, in April, the Patron of the Campaign for Wool, HRH The Prince of Wales, met with the representatives from the very best Italian wool mills and AWI to discuss the global wool industry. HRH The Prince of Wales met with representatives from some of Italy’s most important wool companies – including Paolo Zegna, Pier Luigi Loro Piana, Ercole Botto Poala, Nino Cerruti, Alessandro Barberis Canonico – who showed to him their latest innovations in wool. Included in the presentations was a viewing (pictured right) of AWI’s The Wool Lab Sport – a collection of the latest innovative, commercially available Merino wool fabrics and yarns for a mix of both performance and athleisure apparel. resistance, breathability and natural elasticity – and are reminded they need not give up elegance, even when training. “As activewear gains pace in the world of high- end fashion, more and more traditional sports brands are turning to premium fibres, such as Merino wool, to add a touch of luxury to their performance apparel,” said AWI Country Manager Jeff Ma. “The fibre’s ability to combine comfort and flexibility with casual elegance, is making it well placed to cater to the growing market for ‘athleisure’ – a term used for activewear that can be used for non-active and casual, everyday use – with a modern, comfy and stylish look. “The 850,000 readership of GQ China mainly comprises young, urban and affluent males, so was a perfect fit for this feature and Merino wool.” The visit was supported by the Ideabiella and Pitti Immagine Filati trade shows. “We were delighted to showcase to His Royal Highness a selection of innovative high- performance products that illustrate the work that weavers and spinners are doing for contemporary and future consumers with this marvelous and sustainable fibre,” said AWI’s Global Strategy Advisor, Fabrizio Servente. (TOP PHOTO) AWI Country Manager Italy, Francesco Magri welcomes HRH The Prince of Wales to a viewing of AWI’s The Wool Lab Sport collection of the latest Merino wool sports fabrics. Also pictured are AWI’s General Manager – Western Hemisphere, Stuart Ford; Campaign for Wool COO, Peter Ackroyd; AWI’s Global Strategy Advisor, Fabrizio Servente. (BOTTOM PHOTO) Paolo Zegna meeting HRH The Prince of Wales, with AWI’s Global Strategy Advisor Fabrizio Servente. Two of the GQ China images shot in Melbourne of models wearing Merino wool apparel from leading global brands. The model above is wearing a Merino wool zipper hoodie by Officine Générale from Mr Porter, Merino wool T-shirt from Rapha and Merino wool pants by Z Zegna. The model below is wearing a Merino wool top by Rapha and Merino wool pants by Club Monaco. 16 OFF FARM