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 : February March 2009
february – march 2009 Beyond the Bale reader’s photo Would you like to see your on-farm photo published in Beyond the Bale? Send it to firstname.lastname@example.org and the best grower photo will appear in the next issue. paul zanetti opinion 17 shearer’s boots photographed by gaynor Robson of hawthorn, Victoria. industry view The UK-based editor of Twist – the new Wool Record, the international magazine for luxury yarns, fabrics and fibres, Jonathan Dyson, reveals the driving forces behind consumers’ growing love affair with wool. ‘what is it made of?’, ‘was it produced ethically?’, ‘why does it cost that amount?’, ‘how long will it last’?, ‘where is it from?’, ‘was the manufacturing harmful to the environment?’ never before have so many consumers across the world been asking so many questions about what they buy. already increasingly concerned about the environment, consumers are now also yearning for higher-quality, long-lasting clothes as the global recession bites. through this process consumers are becoming increasingly knowledgeable about the clothes they are buying, and they are learning more about the benefits of wool. for instance, the renowned tailor gieves & hawkes, of no 1 savile row in London, is re-launching all its fabric bunch books*, with each book featuring an introduction that includes technical information about the wool used to produce the cloth. gieves & hawkes ceo mark henderson told me that providing this type of information “reassures the customer that they’re getting value for money – customers are genuinely interested in this type of information.” Breathability and moisture management are two key benefits of wool that consumers are appreciating more and more. mark henderson said that wool is now being increasingly seen as a more trans-seasonal fibre: “the perception of wool is changing. Despite having coats in our ranges, we have a very strong spring/ summer vs autumn/winter ratio of sales, and 90 per cent of what we produce is made from wool.” the growing interest in the fibres used to produce the clothes that consumers are buying has even led to the swing tickets on some suits indicating the farm where the wool for the suit originated. this is particularly the case in the super-luxury market, where authenticity, exceptional quality and an alluring story are now the key criteria. niche wool fibres such as escorial are seeing particularly strong interest as a result. a renaissance in knitwear driven by exceptional design talent, colour and innovation has also helped wool become a key fashion fibre of late. several designers across the world are using wool in new and exciting ways in order to tempt the consumer. amid the global recession, opportunities will always be there and the current trends indicate that wool is more well-placed than many other fibres. in addition, the rapidly growing middle classes in the emerging markets of russia, india, china and Brazil are yearning for high-quality products and point to another positive sign for the future of the world’s greatest fibre. JONATHAN DySON eDitor, TwisT – The new wool RecoRd * A folder of fabric samples More information: www.twist-international.com
Dec 08 - Jan 09
April May 2009