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Beyond the Bale : December 2017
With Turkey’s growing domestic market becoming increasingly important and with the country boasting a strong local manufacturing industry, AWI invests time and resources in building the presence of Australian Merino wool in Turkey. Here we feature three recent initiatives in this country that overlaps Asian and European markets. MERINO A WINNER FOR ATHLEISURE Turkish circular knitter and Woolmark licensee Hasyün collaborated with AWI to present the brand’s Australian Merino wool athleisure offering at the Première Vision trade show in Istanbul and discuss what they call “next generation fabrics”. Hasyün is well-known for producing Australian Merino wool jersey base- layer garments for the global sports/outdoor market and underwear for the Turkish local market. Using 18.5 micron Australian Merino wool, Hasyün has worked with AWI to design, develop and manufacture high-performance technical apparel, including leggings, T-shirts and base-layers. “The cloths developed by us are wearable both in summer and in winter,” said Ahmet Yibar of Hasyün. “Wool is hygroscopic: it absorbs up to a third of its own weight of moisture vapour at high humidity without feeling wet. “We can knit the wool in any gram desired, whether thick or thin knitting wool from 135g to 195g/m2, by using our knitting technology. And this makes it possible for us to develop products usable in all seasons.” MORE INFORMATION www.hasyun.com.tr TALKING TURKEY AWI has partnered with leading Turkish menswear brand Hemington to produce a Woolmark-certified extrafine Merino wool collection. Comprising a mix of men’s sweaters, turtlenecks and cardigans in a variety of colours, the collection is part of Hemington’s latest Autumn/Winter collection and is made using Australian Merino wool, spun in Italy by Zegna Baruffa Lane Borgosesia. To further support the collection’s launch, Hemington and Turkish lifestyle magazine Atlas travelled to Australia to visit the source of Merino wool. Visiting ‘Grathyln’ in Mudgee, NSW, both companies saw how Merino wool is produced; they then featured the sheep and farmers in articles and consumer education via point-of-sale materials and information on the Hemington website. A short film titled ‘The Story of Merino’ was also created, documenting the farm to fashion journey: starting in Australia, then travelling to Italy before finally finishing in Turkey. It is available to view on the Hemington website. “Merino wool has been the primary component in Hemington collections since the beginning,” a Hemington spokesperson said. “Merino is a miracle of nature and Hemington carries this miracle to the wardrobes of its customers. We give great importance to our partnership with The Woolmark Company and consider it a great asset for Hemington.” MORE INFORMATION www.hemington.com.tr MERINO PROMOTED TO THE TRADE THE STORY OF MERINO AWI promoted Australian Merino wool at the prestigious 10th annual Fashion Week conference in Istanbul, organised by the Turkish Clothing Manufacturers Association. The conference’s theme ‘Why Turkey’ highlighted reasons why Turkey is the right country for investment. AWI’s marketing arm, The Woolmark Company, was a key supporter of the conference and AWI UK & Turkey Country Manager Nigel Gosse gave a keynote speech, promoting Australian Merino wool to the 750-strong audience representing a wide range of businesses. A key theme in his presentation was ‘from farm to fashion and back again’, which emphasised Merino wool’s natural, renewable and biodegradable attributes. It also highlighted the fibre’s inherent versatility, suitable for any season, and its high-performance qualities which are increasingly being recognised by the fashion and sports industry. “Since the early 1970s, we have been working with the Turkish industry and its strong manufacturing base. Increasingly, we look to develop marketing collaborations to link the supply chain and bring exceptional choice through Merino wool to the consumer,” Mr Gosse said. AWI UK & Turkey Country Manager Nigel Gosse presenting at the annual Fashion Week conference in Istanbul. The Hemington website featured information about the source of Merino wool and a six-minute film titled ‘The Story of Merino’, as well as showcasing Merino wool apparel for consumers to buy. The opening spread of a 16-page feature in Turkish lifestyle magazine Atlas about the Merino wool supply chain used by Turkish menswear brand Hemington. Pictured is the shed at ‘Grathyln’ in Mudgee. 100% 18.5 micron Australian Merino wool sports top from Hasyün. OFF FARM 25