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Beyond the Bale : June 2018
AWI’s marketing subsidiary The Woolmark Company has joined the World Surf League (WSL) family, partnering with the professional surf tour to showcase an exclusive range of lifestyle and performance products, crafted from Australian Merino wool. The Woolmark x WSL apparel range includeslong and short sleeve T-shirts, base layers and hoodies all for men and women, as well as a beenie – all of which have gained Woolmark certification signifying the quality and authenticity of the products. The wool and wool-rich range will be available for purchase online next month via WSL’s online store at www.wslstore.com, as well as on the sand at the Vans US Open of Surfing in California, starting 28July. “We are very excited to welcome The Woolmark Company as a partner to the WSL,” said Sophie Goldschmidt, CEO of WSL. “Surfing is more than sport, it’s a lifestyle, and our new partnership brings together a great combination of style and function for surfers and fans to enjoy.” To help promote the release of the new product offering, WSL filmed a short film at the Rip Curl Pro at the iconic Bells Beach in Australia – the same country where the world’s finest Merino wool is produced. Featuring pro Australian surfer Wade Carmichael, the film explores the surfside communities surrounding Bells Beach and the tightknit culture found in the surf community, whilst showcasing the versatility of the latest product offering. A technical performance fibre, Australian Merino wool is loved by athletes of all levels worldwide. Wool’s naturally inherent benefits, such as resistance to odour and effective moisture management are just some of the key reasons why wool rides the wave of success in sports and outdoor-wear. Wool garments also reduce the severity of post-exercise chill, which can range from uncomfortable to dangerous. When you stop exercising in very cold conditions or after water sports such as surfing, you can experience three times more chilling in synthetic garments than when wearing wool garments. “Australia is one of the world’s best surfing destinations and is the world’s best producer of beautiful Merino wool,” says AWI CEO Stuart McCullough. “This partnership is a perfect fit as two iconic cultures ride together to celebrate the natural versatility of the fibre and the natural talent of the world’s best surfers. The range of apparel created in collaboration with the World Surf League offers all surfers across the world the opportunity to experience the best in sports and surfwear.” More information www.worldsurfleague.com www.wslstore.com WAVE OF SUCCESS A fresh range of Australian Merino wool surfwear made in partnership with the World Surf League will be launched in July, with support from AWI. Wade Carmichael competing at the Quiksilver Pro Gold Coast in March. PHOTO: WSL / Kelly Cestari Australian surfer Wade Carmichael shows off the new range of Woolmark-certified apparel for the World Surf League. The range includes men’s and women’s base- layers, a zip-up hoodie, a men’s long-sleeve crew neck T-shirt, a women’s T-shirt, and a cosy beanie – all made from Australian Merino wool. 8 OFF FARM
In the Shops - September 2018