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Beyond the Bale : June 2017
The skirt produced using the Siroset process is on the right (modelled in this 1950s photo by Arthur’s research assistant at the time Valene Tomljanovic); the skirt produced without the Siroset process is on the left (modelled by CSIRO Geelong laboratory’s librarian Jan Kroger). PHOTO: CSIRO 2016/17 International Woolmark Prize finalist Tim Labenda champions AEG’s Care Label Project and the ease of caring for wool garments, including this amazing all-wool look of his that was the hero garment of the campaign. The retail delegation from Japan had a go at shearing during their visit to Australia – pictured is Ayaka Menda from the Aoki retail chain. Laundry appliance manufacturer AEG has launched a call to action for consumers to learn how to care for wool garments and change the misconception that delicate garments cannot be washed and dried in a machine. SIROSET PERMANENT PLEATING more than half a century later. SiroSet has repeatedly been acknowledged in lists of significant Australian inventions. For his role in the development of SiroSet, Arthur Farnworth was created a Member of the Order of the British Empire. In 1961 Arthur became Technical Director of the Australian Wool Board, Deputy Managing Director in 1970, and General Manager of Corporate Services and Research Division at the Australian Wool Corporation in 1974. MORE INFORMATION http://csiropedia.csiro.au/siroset The Electrolux Group is spreading the word on more sustainable clothing care habits through its Care Label Project, launched in March by its AEG brand along with key partners from the fashion industry, including AWI’s subsidiary The Woolmark Company. As one of the longest-standing Woolmark Apparel Care licensees, AEG and Electrolux remain at the forefront of technical innovation in the apparel care market. Each year, AEG and Electrolux together sell almost two million washing machines and dryers that carry the Woolmark Apparel Care logo. The Care Label Project is their way as appliance makers, designers and manufacturers to inspire, educate and update the way we all care for our clothes. According to AEG, apparel care habits inherited from the 1950s have become outdated, and caring for your clothes has never been easier with the right appliance and wash cycle. “We must stop labelling our delicate fabrics with ‘Dry Clean Only’, stop washing in high temperatures and stop being afraid of putting wool in our machines,” states AEG in its campaign. At the heart of the project is a new care label: ‘Don’t Overwash’. Joining the campaign are 14 European emerging designers putting garments to the test in line with AEG’s updated care claims and appliances. “Wool is the most important fabric of them all – but people think it is difficult to care for,” says AEG ambassador and 2016/17 International Woolmark Prize finalist Tim Labenda. “People think you can’t machine wash or tumble dry it, but you have these new technologies where you can tumble dry wool in a very easy way and you don’t have to fear the care of wool. “My grandmother always told me ‘buy one piece which is expensive and it will last longer than if you buy two cheap pieces’ and I think that’s something we should remember. A garment should live for a lifetime and this is only possible if you care for it in the right way.” The Care Label Project was heavily supported online, with AEG running a strong digital campaign to encourage consumers to rethink how they care for clothes. Media events in key markets such as Berlin, Munich, Amsterdam, Brussels and Stockholm were also held, and a series of designer videos were created to champion the care claims. MORE INFORMATION www.aeg.co .uk/care/inspiration/ care-label-project AEG’S CARE LABEL PROJECT OFF FARM 27