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Beyond the Bale : May 2010
Leading Australian knitwear manufacturer and Woolmark licensee Fields Knitwear has had a strong relationship with the Woolmark brand for more than 20 years, and Fields' general manager Darren Elliot says the company is delighted to show off the new Woolmark swing tickets on its collections. "All our knitwear made from Australian Merino wool and wool-rich blends proudly displays the new Woolmark and Woolmark Blend swing tickets," Mr Elliot says. "Fields is a wholehearted advocate of the Woolmark Pure New Wool and the Woolmark Blend labels -- they are an excellent visual tool for consumers to easily identify and relate to. Our customers recognise us as a supplier of high-quality knits, and consequently, wool features very strongly in that equation. "Woolmark tests all Fields' products annually to ensure we meet the strict guidelines required to carry the Woolmark logo. "We believe there will always be a place for wool knitwear, and we will continue to inform our customers of that commitment by displaying the Woolmark brand on our apparel." Founded in Melbourne in 1952, Fields established a Beijing office in 2000, which cemented the company's position in the industry. The company produces its own brands overseas and manufactures its 'Great Australian Sweater' brand locally. Its apparel is available in major department stores, such as Myer, and nearly 1000 smaller retailers across metropolitan and rural Australia and New Zealand. Mr Elliot says Fields uses a large range of yarns, specialising in Australian-grown machine-washable wools. "We are dedicated to supporting beautiful Australian yarns. Our wool and wool-blend yarns are fully machine- washable and lightweight, which is ideal for the warm Australian climate. They have a soft handle and drape beautifully. "Consumers require contemporary, casual styling and wool plays an important May 2010 BEYOND THE BALE 5 SELLING MORE WOOL FAST FACTS l Australian knitwear manufacturer Fields Knitwear is an enthusiastic advocate of the Woolmark brand. l The company has been using the new Woolmark swing tickets and labels on its Australian Merino wool apparel. l Fields knitwear is available in department stores and smaller retailers across metropolitan and rural Australia. part in this fashion trend. Wool's natural attributes align very well with our customers' expectations." Fields offers pure wool apparel and also a large wool-blend component in each of its women's brands: the 'Fields' fashion collection, 'Fields Woman' (designed especially for the fuller figure) and the 'Bella' classic collection. The men's range in the 'Fields' fashion brand also heavily features wool and wool blends. The men's 'Fields Classics' brand contains classic styles made from 100 per cent Australian Merino wool of 22 micron. Mr Elliot says Fields has also developed a range of luxury knitwear in 14-gauge Extra Fine Merino wool blended with cashmere. "This 'Bridge & Lord' brand is available for women, and the company also offers a 12-gauge range for men. The yarn has an extra soft handle, similar to 100 per cent cashmere, and offers warmth without weight. It is disinclined to pill and offers great value." The company also has a 'Monday to Friday' brand of corporate knitwear for men and women, designed to be practical and functional for everyday wear, and a 'Great Australian Sweater ' brand in both men's and women's, knitted in heavy-gauge top-quality Australian wool. More information: www.fields.com.au Merino from paddock to Fields Fields apparel displaying the Woolmark brand's new swing tickets. "Fields is a wholehearted advocate of the Woolmark Pure New Wool and the Woolmark Blend labels -- they are an excellent visual tool for consumers to easily identify and relate to. Our customers recognise us as a supplier of high-quality knits, and consequently, wool features very strongly in that equation." -- DARREN ELLIOT, FIELDS' GENERAL MANAGER