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Beyond the Bale : June 2019
Having spent years redefining its core product line, the Finnish brand has decided to specialise in producing the ultimate wool T-shirt, suitable for all four seasons. This bold strategic move was the result of positive customer feedback, sales data and a fresh distribution deal. “When presenting our collection at Paris Fashion Week to international buyers, many of them after touching and feeling our T-shirt asked why we were not doing more of these,” Formal Friday CEO Toni Tervilä said. “Very often we had the T-shirt range sold out mid-season and we had to say no to our customers. That’s obviously a very bad position to be in as a young company. By focusing on one product, and doing it as well as possible, we have better chance to meet the market demand.” breed fish in the waste water pools.” Despite traditionally being a menswear brand, Formal Friday also has a strong following of female customers, resulting in smaller sizes being created. MORE INFORMATION www.formalfridayclothing.com After two years of R&D and testing, Western Rise launched in April its Limitless Merino Wool Shirt – a highly functional every day shirt that can be worn more and washed less. Combining performance with style, the Limitless Merino Wool Shirt is ideal for travel, replacing three or more shirts in your bag. It’s built to stay fresh for days, move with you, pack small, and look clean, allowing you to do more with less. “Our goal with the Limitless Merino Wool Shirt was to recreate the magic of our Merino wool T-shirts in a classic button-down that could be worn for travel, outdoors and everyday use,” said Western Rise Co-Founder/ Creative Director Will Watters. “We love Australian Merino wool because it’s incredibly soft, odour resistant and temperature regulating. With the help of The Woolmark Company, we were able to find a luxuriously soft, engineered knit fabric that blended Merino wool and quick-dry polyester. The result is a shirt that can stretch in every direction, is incredibly comfortable and can be worn for days without being washed.” The engineered knit creates a honeycomb structure, which provides a nice texture to the fabric while lifting it off the skin, further enhancing the temperature regulation of the wool. The Woolmark-certified shirt debuted exclusively on the Kickstarter crowdfunding US performance clothing brand Western Rise has partnered with The Woolmark Company to develop a Merino wool shirt designed for every day wear. The shirt was launched via the Kickstarter crowdfunding platform and was so popular that it was fully funded by the public within just 45 minutes. To create the ideal shirt for travel, outdoors, and every day, US company Western Rise started with the fabric, incorporating Australian Merino wool. Finnish brand Formal Friday last month launched what it calls the perfect wool T-shirt, made from 100% ultrafine Merino wool from Australia. platform on 15 April. The project was fully funded by the public within just 45 minutes and received more than of US$270,000 from backers during the month-long campaign. People who backed this Kickstarter project were offered the shirt at a reduced price in exchange for their investment. It is now available for pre-order via Indiegogo. MORE INFORMATION www.westernrise.com KICKSTARTING A NEW MERINO SHIRT For Formal Friday designer Teemu Muurimäki, a perfect T-shirt should encapsulate three things: user experience, aesthetics and environmental impact. “Our T-shirt is crafted from 100% certified Australian Merino wool, which as a material is extremely breathable, comfortable, and easy to care for,” said Teemu, whose design history spans Giorgio Armani, Dolce & Gabbana and Bottega Veneta. “With the help of an Italian sub-contractor’s new technology and technical support from The Woolmark Company, we’ve been able to create a very dense and durable fabric rarely seen in ultrafine 17.5-micron wool products. However, what we are most proud of is the minimal environmental impact that our garment has; our supply chain has such a clean manufacturing process that they even THE PERFECT HIGH TECH WOOL T-SHIRT The machine washable 17.5-micron Merino T-shirt from Formal Friday is available in nine colours and a range of sizes. 8 OFF FARM