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Beyond the Bale : September 2018
JOE MERINO’S CLASSIC T-SHIRT FOR SUMMER The T-shirt began as standard uniform in the US Navy following World War II, and through the 1950s it became a symbol of rebellion favoured by advocates like James Dean. But through following decades, The T-shirt declined in status due to its pervasiveness and adornment with merchandising messages. However, this past European summer, Dutch brand Joe Merino re-introduced the classic T-shirt as a full-fledged no-nonsense quality wear – made from 100% 16.5 micron Merino wool. The Joe T is breathable, feels soft and luxuriously gentle next to the skin, has a natural elasticity, and is odour resistant. The T-shirt is circular knitted from Südwolle yarns, is machine washable and available in 14 colours. AWI’s marketing arm, The Woolmark Company, has collaborated with Dutch men's fashion brand Joe Merino to help market its T-shirts and promote Merino wool as the perfect go-to in summer. To promote the Joe T, The Woolmark Company and Joe Merino joined forces to launch in June a video – titled ‘The Evolution of Cool’ – that examines the history of T-shirts and Joe Merino’s re-introduction of the “good old plain T-shirt” with Merino wool fibre as the hero. The video is being promoted instore and online. To emphasise the story of Merino wool, not only for the Joe T but the complete Joe Merino collection, there were Joe Merino instore displays of raw Merino wool and yarns and a ‘virtual reality’ experience of wool- growing on an Australian Merino wool farm. “Joe Merino produces quality apparel, so it is only fitting that they use a premium fibre, Merino wool,” said AWI CEO Stuart McCullough. “Merino wool is also a very versatile and trans-seasonal fibre, which Joe Merino perfectly demonstrates with their new T-shirt which is ideal for summer and complements their famously timeless jumpers.” The Joe T and the rest of Joe Merino’s range are available online at JoeMerino.com and at the company’s three concept stores in Amsterdam (The Netherlands), Antwerp (Belgium) and Düsseldorf (Germany). MORE INFORMATION www.joemerino.com www.youtube.com/joemerino The Joe Merino T-shirt exhibited in ice at its launch, to emphasise that Merino wool can help you stay cool when the weather is hot. AWI has established a relationship with the highly regarded luxury womenswear brand ODEEH from Germany to promote its Merino wool garments and increase the demand for Australian Merino wool in Germany and related markets. WOMENSWEAR PUSH IN GERMANY ODEEH designer duo Otto Drögsler and Jörg Ehrlich are internationally recognised as amongst the German masters of fashion. Their apparel is sold in 170 stores and online in Germany and worldwide. It is popular amongst mainly 35 to 55-year-old strong, independent and self-confident women. Germany is traditionally well known for its sportswear and men’s suiting apparel, but less so for womenswear. So, to further establish Merino wool’s presence in the region’s womenswear market, AWI’s marketing arm The Woolmark Company has joined with ODEEH in the promotion of the brand’s Autumn/Winter 2018/19 wool-rich collection. The collection was originally launched to the fashion trade and media at Berlin Fashion Week in January and received a very positive reception with many stores in Germany, and further afield, choosing to stock the wool-rich apparel. The full Merino wool collection will be available in store in Germany and other countries (eg the Netherlands, Italy and France) from September. The Woolmark Company has worked with the retailers to create installations in their stores for the autumn/winter 2018 selling period to emphasise the benefits of wool via point-of- sale collateral. This is supported with in-store presentations, online activity and staff training. Images and a video of their wool garments on show at Berlin Fashion Week in January will be used in the brand’s showrooms in Berlin, Paris and Milan, amongst others. By being introduced to key retailers through the relationship with ODEEH, The Woolmark Company also now has the potential for other potential future collaboration and promotions with the retailers. MORE INFORMATION www.odeeh.com ODEEH’s wool-rich collection, pictured here at Berlin Fashion Week, is available at retail from September. OFF FARM 25
In the Shops - September 2018