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Beyond the Bale : March 2018
AWI’s Wool Resource Centre is a multi- functional hub which has quickly become a global hub for the textile and apparel industries seeking knowledge and support. Since opening its doors in April 2016, it has welcomed more than 3,000 visitors – from global brands such as Hugo Boss and GAP to key regional brands and industry groups such as Li & Fung and the Hong Kong Apparel Society. Educational institutions (see opposite page), international government bodies and Australian woolgrowers have also walked through the doors of the Wool Resource Centre, attending AWI-run events and also hosting wool-related events of their own. HIGH PROFILE PHOTOSHOOTS Recently, popular celebrity and singer from Hong Kong, Denise Ho, visited the Wool Resource Centre for a photoshoot and interview with Lifestyle Journal. The photo series saw her showcase the latest luxury wool-rich winter outfits from Louis Vuitton, Fendi and Céline, highlighting the natural beauty of Merino wool. “Denise’s photoshoot at our Wool Resource Centre graced the cover of Lifestyle Journal,” said AWI Hong Kong Country Manager Alex Lai. “We took the opportunity to introduce her to the natural benefits of Merino wool and showcased the latest innovations the AWI technical team has been working on. She was so impressed by the fibre’s versatility she shared images and information on her social media channels to her 250,000 followers.” A second high-profile photoshoot has also taken place at the Wool Resource Centre, this time with lifestyle publication U Magazine. The photoshoot was featured on the magazine’s cover and focused on dance and activewear, featuring a local ballet dancer and young artist – both wearing items from The Woolmark Company x Lane Crawford Fitness Fashion collection, with pieces designed by sports brands Particle Fever and Helen Lee. WOOL FOOTWEAR Also featuring in the photoshoot is the latest in wool footwear – shoes that enhance the fibre's natural properties whilst constructed in a way to aid performance. AWI's technical team has been working to create shoes that are not only comfortable and allow your foot to breathe, but are also resistant to odour and wick away moisture. Working closely with leading knitting machine manufacturers – such as Shima Seiki, STOLL and Santoni – AWI has created several footwear prototypes using advanced wool yarns to enhance the inherent benefits of the fibre. For example, by combining yarns together and 3D knitting, the entire upper can be free of cutting and sewing. Comfortable for wearing next to skin by using a 100 per cent Merino wool yarn as an inner surface layer, the latest spinning technology helps to knit the fabric onto the outer face of the shoes' upper, enhancing the abrasion resistance. Australian woolgrowers visiting Hong Kong are welcome to visit the Wool Resource Centre and utilise it as an office space for meetings or presentations. MORE INFORMATION HKresourcecentre@wool.com Top: A photoshoot at AWI’s Wool Resource Centre featured in lifestyle publication U Magazine showcasing wool dance and activewear. Right: Wool footwear, developed by AWI’s technical team, that was featured on some of the pages of the photoshoot. Hong Kong celebrity Denise Ho visited AWI’s Wool Resource Centre for a photoshoot and interview to showcase wool apparel to Lifestyle Journal. AWI’S WOOL RESOURCE CENTRE TAKES CENTRE STAGE AWI’s Wool Resource Centre in Hong Kong has graced the covers of two magazines recently, highlighting the versatility of Merino wool and also gain celebrity endorsement. 32 OFF FARM
In the Shops - March 2018