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Beyond the Bale : March 2019
NAGNATA BREATHES EASY Australian label NAGNATA has created a seamless knitwear collection using Australian Merino wool, which is ideal for yoga and other similar exercise. NAGNATA. The name is derived from the Sanskrit word ‘nagnatA’, which translates as nakedness – this relates to the practice of yoga as a pathway to a more authentic and natural state of being. And nothing could be more natural that Australian Merino wool. Premium fashion and lifestyle brand NAGNATA forms part of a new generation that embraces social responsibility and challenges the rampant consumerism of fast fashion and its devastating effect on the environment. The brand was founded by Australian fashion designer Laura May who was later joined in the enterprise by her sister Hannah. With sustainability and artisan projects front of mind, NAGNATA is focused on using only premium natural fibres. “Our customers appreciate style and invests in quality pieces that offer versatility, longevity and sustainability,” Laura said. Last year the design duo set out to create the brand’s most eco-friendly collection to date, partnering with AWI’s marketing subsidiary The Woolmark Company to develop an original seamless knitwear collection incorporating Australian Merino wool. The new collection is designed for hot yoga, pilates, cycling, dance and cardio exercise. It blends superfine Australian Merino wool with Tencel for breathability and an extremely soft hand feel. “Our aim was to develop an innovative performance wool seamless knit fabrication that wasn’t already on the market and which could provide a super soft second-skin using the highest possible content of natural fibres,” Laura explained. “By blending Merino wool with Tencel – as opposed to with high contents of synthetics usually required for compression and stability in the knitting process – we were able to maximise the natural performance properties of wool: breathability, odour resistance, elasticity and moisture and temperature regulation. “We wanted to work with Merino wool initially for sustainability reasons, as wool is a natural, biodegradable and renewable fibre. Merino wool is also one of the world’s most technically advanced fibres and works in total harmony with the wearer’s body.” By working closely alongside The Woolmark Company’s technical team, the duo behind NAGNATA was connected with leading wool mills to explore various knitting machines and spinners, before finally choosing who they wished to work with. “It’s really important to us to have a close relationship with our manufacturers and we like to be involved in the process every step of the way. This also allowed for us to learn so much about the versatility of Merino wool. “The potential for innovation with Merino wool is endless and we already have multiple other fabrications and products in development because there is so much you can do outside of the expected woolly warm knitwear or traditional suiting.” MORE INFORMATION www.nagnata.com www.woolmark.com/nagnata 6 OFF FARM
In the Shops - March 2019