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Beyond the Bale : December 2018
The IACP Annual Conference and Exposition is the largest and most important event of the year for law enforcement professional across the USA and the world. More than 15,000 professionals gather to learn new techniques and knowledge – and equip their departments with uniforms and equipment. This year, the high-profile week-long event was held in Orlando, Florida, in October, and was even visited by the President of the USA, Donald Trump. Service apparel and gear manufacturer 5.11 Tactical – a North American company with which AWI’s marketing arm The Woolmark Company has partnered – attended the IACP Exposition to promote the wool/polyester blend Class A (formal) uniform collection made using Flex-Tac® fabric, a specialised proprietary blend engineered to provide extreme durability and performance. The Flex-Tac® Poly/Wool line was developed with assistance from The Woolmark Company and contains Australian Merino wool. It is the first ever Class A uniform with mechanical stretch that also has a Teflon® finish and is home laundry friendly. The Poly/Wool collection, which is available to purchase now, has Woolmark certification and includes men’s and women’s short-sleeve and long-sleeve shirts and pants. 5.11 Tactical also launched at IACP a Merino wool base-layer range comprising long-sleeve and short-sleeve T-shirts, tights and briefs, plus Merino wool socks. AWI CEO Stuart McCullough says the initiative by AWI, to help 5.11 Tactical develop and market the innovative wool-rich uniforms, aims to increase wool’s share of the uniforms sector. “Our alignment with 5.11 Tactical not only highlights the versatility of Australian Merino wool, but is also a nod to the fibre’s heritage,” Stuart said. “Traditionally, wool has been used in a variety of uniforms, so it is nice to see the fibre return to this important sector. Highly breathable with superb thermoregulation properties and resistance to odour, Merino wool should be the natural choice for police and service personnel.” Vice President of 5.11 Tactical’s Professional Division, David Hein, said the Poly/Wool range merges fabric innovation with the trusted performance of fine Australian Merino wool. “Merino wool helps manage moisture, controls odours and is naturally stain resistant,” he said. “With the addition of the 5.11 Flex-Tac® fabric for increased stretch and Teflon® finish for stain and soil-resistance, 5.11 Tactical with support from The Woolmark Company has produced a Class A Uniform that is a step above the rest.” MARKETING THE UNIFORMS The promotion of the Poly/Wool uniform range has been accompanied by a variety of marketing collateral, all of which included the Woolmark logo. Imagery of the uniforms for the marketing collateral, along with a 11⁄2 minute promotional video, was created by 5.11 Tactical at a photo/video shoot in northern California. At the IACP Exposition, the interior and exterior of the 5.11 Tactical booth included marketing graphics, as well as tradeshow postcards, handouts, brochures and mailers. Innovative wool-rich uniforms were promoted to the 15,000 attendees at the International Association of Chiefs of Police (IACP) Annual Conference and Exposition in Florida, in an initiative by AWI with North American company 5.11 Tactical to gain a significant market share for wool in the uniforms sector. POLICE CHIEFS TARGETED WITH WOOL Screenshot from 5.11 Tactical’s video promoting the Poly/Wool uniforms. An example of 5.11 Tactical’s advertising of the Poly/Wool uniforms, all of which included the Woolmark logo that is owned by Australian woolgrowers. 32 OFF FARM
In the Shops - March 2019