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Beyond the Bale : March 2012
December 2011 BEYOND THE BALE 7 OFF-FARM 7 OFF-FARM March 2012 BEYOND THE BALE “ It wasn’t easy getting a mob of sheep to wear sunglasses,” jokes AWI’s Chief Strategy and Marketing Officer Rob Langtry. Mr Langtry is referring to the trade advert showing a mob of Australian Merino sheep – wearing sunglasses – that is successfully helping draw the attention of textile buyers from across the world to AWI’s new Cool Wool trade campaign. “The original International Wool Secretariat’s (IWS) Cool Wool program, launched nearly 30 years ago, sought to change the perception of wool from being only a heavy, warm thermal product. In many ways the campaign used up until the late ‘90s was very successful. However, AWI’s new Cool Wool campaign takes the concept even further for the 21st century with even lighter weight fabrics and yarns,” explains Mr Langtry. “AWI is working with the world’s premium weavers that specialise in lightweight Merino fabrics to reintroduce this successful campaign strategy. “O ffering a soft, luxurious handle, drape and clean surface, the Cool Wool fabrics will initially be taken into the buoyant Gulf markets where there is a strong demand for finer fabrics in both domestic consumption and re-export across the region.” A guild of leading luxury weavers, supplying international brands and bespoke tailors, launched Cool Wool fabrics in their spring ranges to the global apparel industry at the Milano Unica and Première Vision trade shows in Europe last month. The consumer launch will take place in the Gulf during July, followed by a wider introduction into other key fashion and wool consuming markets from October through to spring 2013. “Merino wool’s natural breathability and temperature regulation combined with new manufacturing techniques make it an ideal fibre to wear all year-round,” Mr Langtry says. “ Our new range of lightweight Cool Wool woven fabrics and knitwear are defining Merino as a natural fibre that can be worn with comfort 52 weeks of the year, not just during the 12 weeks of the autumn/ winter season. “ The fineness, softness and handle of these Cool Wool fabrics make them perfect for any season and environment. “ Many cities of the world are burdened with extreme temperatures for long periods of each year. We expect these fabric weights will offer consumers some real options for summer suits and other apparel.” Cool Wool forms an important element within AWI’s spring/summer 2013 Wool Lab collection – the seasonal guide to trends and the best wool fabrics and yarns. The launch of the Cool Wool consumer program reinforces The Wool Lab’s key themes for spring/summer: lighter weight and fine Merino fabrics created to unveil the potential of Merino wool products in the warmer months. More information: www.coolwool.com Trade advert showing a mob of Merino sheep wearing sunglasses is helping make wool cool again! FAST FACTS l AWI’s Cool Wool trade and consumer campaign takes the International Wool Secretariat’s Cool Wool program into the 21st century with even lighter weight fabrics and yarns. l New manufacturing techniques have made Merino wool ideal for the warmer seasons and environments. l Cool Wool is one of several themes in AWI’s spring/summer 2013 Wool Lab collection. New Cool Wool campaign