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Beyond the Bale : September 2018
McIntyre’s promotional campaign for its latest collection showcases the people who produce the wool, wearing McIntyre’s Woolmark-certified knitwear, pictured here on the family farm ‘Glenoe’. When Duncan McIntyre emigrated to Australia in the 1830s, he had no idea what the future would hold, or what would come of his dreams. Keen to make his mark on his new country, the enthusiastic Scotsman saw the potential of the wool industry, eventually securing land in Victoria and building a home, naming the property ‘Glenoe’ after the McIntyre’s home in Scotland. Tragedy, however, struck in 1854, with Duncan suffering a fatal fall from a horse at the age of 40. Duncan’s two brothers lived out his wish, producing Merino wool in the McIntyre name – which is still being done today. Today, ‘Glenoe’ is home to about 2,000 Merinos, averaging 18.5 micron, with the property still very much in family hands in western Victoria. Ned Scholfield – who is a fifth generation descendent of Duncan – has fond memories growing up at ‘Glenoe’, with his passion for wool leading him down the path of starting knitwear label McIntyre. “Growing up on a Merino farm, wool has always been part of my blood,” said Ned. “I decided running the farm was not for me, and after years working in the fashion industry it seemed like a logical step to join the two together. After attending tradeshows in Europe, the USA, and Asia as a buyer and exhibitor I felt there was a gap in the global market for an iconic Australian wool brand. This planted the seed and my wife Raquel and I worked on the concept for six months before we produced anything at all.” ‘Australian grown and Australian made’, McIntyre produces knitwear for men and women, crafted from Australian Merino wool – s ome of which is sourced directly from ‘Glenoe’ – allowing for complete traceability of the farm to fashion journey. With classic- cut jumpers and a range of accessories, Ned is keen to “make wool cool” and preserve the Australian tradition. “Knitwear is synonymous with wool and I think this is a great place to start as you can really feel the texture of soft wool. Our target audience is 25- to 40-year-olds who live in urban areas and follow trends, but care about where and how their clothes are made. We want to introduce a new generation of customers to the wonders of wool. “McIntyre falls into the slow-fashion category, meaning that someone investing in a piece of ours is investing in something that’s going to last a long time. McIntyre makes quality Merino wool basics that can be worn with a variety of things in different seasons. Because Merino wool is a natural fibre that’s breathable and moisture-wicking, you’re able to wear it in both summer and winter, with each piece designed to last.” Having recently released its second collection, called Meet the Makers, McIntyre wanted to showcase the people who work behind the scenes of production. The stunning campaign was shot in two locations, ‘Glenoe’ and the local Penshurst wine bar Gaudenzi, shining the spotlight on the woolgrowers who lovingly produce this premium, natural fibre. “We used the makers as our models: one is my father Richard Canapini, one is my uncle Jamie Scholfield, and another is a family friend Bill Frost.” Available for purchase online via their own web store and The Iconic along with a selection of boutiques across Australia, Ned said they were currently in talks with buyers from Europe and Asia, and have a distribution partner in Japan who will be selling the brand to Japanese retailers for winter 2019. MORE INFORMATION www.mcintyreaustralia.com New Melbourne-based knitwear label McIntyre is shining the spotlight on Australian wool – and those who produce it – creating 100 per cent Merino wool knitwear that is Woolmark-certified. KNITTED IN HISTORY Top: ‘The Maria’ – McIntyre’s top-selling women’s cable knit made from 100% Merino wool. Bottom: Ned’s father, Richard, who has been growing Merino wool on ‘Glenoe’ since the early 1970s. 20 OFF FARM
In the Shops - September 2018