HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : March 2019
CHINA’S NEW GENERATION INNOVATING WITH WOOL Driven by increasing technological innovation and global trade, the Chinese wool industry is changing faster than ever. At the forefront of this change is a new generation of fashion brands and manufacturers – six of which are featured in a series of videos produced by The Woolmark Company to promote the use of Australian wool. XINAO “My elder generation has spent more than 20 years leading Xinao and turning it into what it is now,” said Phillip Shen of Xinao, one of the world's largest worsted spinners of wool. “I think for young people like us to enter the industry is a kind of encouragement to those predecessors.” PRONOUNCE Designers Yushan Li and Jun Zhou said that wool is their fibre of choice: “We use a lot of wool every season, so for the spring/ summer collection we use some functional Cool Wool. We really like wool. It can be very flexible but also be very strong, and can be moulded into different shapes.” NANSHAN “Nanshan Group was founded in 1978 by my father. It was only a small mountain village back then,” said Jeremy Song, Chairman of Nanshan, now one of China’s leading textile enterprises. “For more than a decade now, Nanshan and AWI have been working closely on innovations in wool.” XUZHI “In our new collection, we use a lot of denim, and the denim we’re using this time is wool denim which is a great innovation,” said designer Xuzhi Chen. “It keeps the breathability and comfort of the natural wool, and gives the fabric some styling features which is fresh and young.” SHEPHERD Shepherd works with global brands to develop breakthrough innovations and fabric structures for wool blends. Company founder Zheng Qi is keen on pushing boundaries using wool. “If you don’t try something new in fabric development then you will never know if you can do it,” he said. STAFF ONLY Designers Shimo Zhou and Une Yea said that their International Woolmark Prize collection focused on the functionality of wool with the aim of breaking stereotypes. They have built on this concept in their newest collection for spring/summer, showing wool’s ability to adapt to warmer climates. Over the past six months, AWI’s marketing arm The Woolmark Company visited and filmed six young leaders from the Chinese fashion and textile industry to showcase their innovative approach to using Australian wool. The video series, showcasing three fashion designers (who have previously competed in the International Woolmark prize) and three manufacturers, was shown throughout November and December on Chinese social media platforms Weibo and WeChat and was viewed 132,730 times. In the videos, all the interviewees invariably showed their love and passion to wool. AWI Country Manager for China, Jeff Ma said the positivity in China’s manufacturing and fashion industry continues to build alongside these emerging entrepreneurs. “The six innovators we chose to highlight for the video series – titled The Young – are extremely talented. It’s exciting to collaborate with them THE MANUFACTURERS THE DESIGNERS and rewarding to see that they choose to work with Australian wool,” Jeff explained. “Through collaboration with The Woolmark Company, these manufacturers and designers have applied their passion and expertise to the wool industry in new ways and we look forward to their future innovations with wool.” MORE INFORMATION View the six videos on Weibo at www.weibo.com/woolmarkmlrw 24 OFF FARM
In the Shops - March 2019