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Beyond the Bale : June 2018
Country Road has launched an Australian Traceable Merino Collection, which includes 29,000 traceable wool items across its men and women’s ranges. The wool used in these ranges can be traced back to 25 Australian farms that practice sustainable farming. “Traceability gives us more visibility on where and how raw materials are farmed,” Country Road states in its marketing to consumers. “When we can trace the fibres used in creating woollen garments, we can ensure that the wool has been sourced responsibly. Country Road is working to increase the amount of traceable wool across the business.” The initiative is a result of increasing consumer demand to know more about the origin of the fibre in apparel products. To bridge this gap between the producer and the consumer, and to showcase the unique provenance and natural benefits of Australian Merino wool, Country Road visited Rodger Kelly and his wife Elizabeth, woolgrowers who have contributed to the wool used in the collection. Rodger and Elizabeth Kelly have been woolgrowers for the majority of their lives and their property ‘Corringle’, located at Rugby in the Southern Tablelands region of NSW, has been in the Kelly family for more than 100 years. As Rodger proudly says, “we care about our animals, in fact everything we do is for their benefit.” This commitment to animal welfare is one of the aspects of wool-growing that’s important to Country Road’s customers. “Australian Merino wool is considered a luxurious yarn across the globe. An ideal fabric year-round, the soft-to-touch fibres have a natural ability to keep you warm, regulate body temperature through its breathability and soak up moisture to keep you dry,” Country Road states in its recent marketing. This campaign is part of a long-term partnership between Country Road and Australian woolgrowers, which has contributed to the increase of Australian Merino wool sold in Australian stores for local consumption. “Our partnership with The Woolmark Company began in the 1980s and is still going strong,” said Country Road’s Managing Director, Darren Todd. “Every year we collaborate to create beautifully crafted knitwear with Woolmark-certified Australian Merino wool.” In addition to the Australian Traceable Merino Collection, Country Road is retailing in store and online more than 180 woollen designs, ranging from apparel, accessories and home styles. “Country Road is one of our most valued partners,” AWI CEO Stuart McCullough said. “AWI works closely with the Country Road team and their continued commitment to the wool industry always helps see a large volume of Australian wool consumed locally.” Country Road has 69 retail stores and 43 concessions in David Jones stores across Australia. The wool styles from the 2018 winter campaign will be stocked in all stores. More information www.countryroad.com.au 'AUSTRALIAN TRACEABLE MERINO’ COLLECTION’ COUNTRY ROAD’S Country Road is promoting the traceability of the wool in all its retail stores across Australia, as well as online. Pictured is a Country Road window at Pitt Street Mall in Sydney. 29,000 woollen items from Country Road this season can be traced back to 25 Australian farms. Merino wool from Rodger Kelly’s ‘Corringle’ property in the Southern Tablelands of NSW is proudly used in Country Road’s new Australian Traceable Merino Collection. The launch of the winter campaign for Australian fashion brand Country Road sees a strong focus on the provenance of Australian wool. 22 OFF FARM
In the Shops - September 2018