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Beyond the Bale : September 2012
12 OFF-FARM September 2012 BEYOND THE BALE The Wool Lab -- AWI's seasonal guide to the best wool fabrics and yarns in the world -- has quickly become a well- respected and widely recognised tool for companies in the fashion industry, inspiring them to use wool in their apparel collections. The latest edition of The Wool Lab -- for the Autumn/Winter 2013/14 season -- was launched at June's Pitto Uomo trade show in Florence, and has since been shown at other trade events across the world. This latest edition unveiled nine inspiring themes. Out of these nine trends, some are macro-trends, or long waves, moving through fashion and lifestyle with endurable influence. Others are emerging new trends, reflecting what is in vogue right now and the upcoming needs of the future market. In line with the past two editions, Autumn/Winter 2013/14 also presents a Pure theme, highlighting the green soul of Merino wool and offering new inspirations to the eco-friendliness of the fibre. Perhaps the most interesting theme to make its debut in the latest offering is Urban. Divided into three moods, Urban presents street-style mixed with a blend of metropolitan character and cosmopolitan flair. (1) Asphalt's street-style interpretation evokes features from everyday life; (2) Detroit has been inspired by the work trend of 1950s America; and (3) Berlin is a utility trend inspired by the sub-urban look in the north of Europe. Targeting consumers aged between 25 and 35, the Urban category is a strategic move for AWI as there is a huge potential for growth in this area. AWI country manager for Italy, Lisa Lisanti, said the launch of The Wool Lab Autumn/Winter 2013/14 had been extremely well received, building upon the success of the past editions. "At Pitti Uomo alone we made more than 300 new connections, with visitors eager to interact with AWI staff as well as have exclusive contact with the fabrics and swatches presented in each book," Ms Lisanti said. The Wool Lab has found success since its inaugural launch in 2011. One-on-one meetings have taken place across the FAST FACTS l The latest Wool Lab guide to the best wool fabrics and yarns in the world has been launched by AWI for the Autumn/Winter 2013/14 season. l This edition further cements some of the macro trends introduced in previous editions of The Wool Lab. l The edition also sees the introduction of an Urban theme, mixing street style with cosmopolitan flair. As well as being launched at trade events across the world, The Wool Lab seasonal guide is also available as an iPad app. Seasonal trend guide for wool world, as have a multitude of workshops and seminars as well as retail and manufacturer training sessions, all of which have proved to be extremely valuable for industry stakeholders. "The Spring/Summer 2013 edition has proven to be popular across the world, with AWI showing the collection to some of the world's most prestigious brands, including Armani, Benetton, Diesel, Loro Piana, Missoni and Ermenegildo Zegna," Ms Lisanti said. "Each edition further illustrates the infinite potential of Merino wool, mixing inspiration with business orientation and increasing the demand for the fibre. It not only provides a sourcing tool to discover new suppliers but inspires the industry and media to drive Merino wool's message to consumers." The Wool Lab is also available free of charge as an iPad app from Apple iTunes. Viewers are able to discover the new seasonal trends, be inspired by the mood boards, and zoom in on images of fabric and yarn swatches. More information: www.woolmark.com/trends http://bit.ly/WoolLabiTunes "EACH EDITION FURTHER ILLUSTRATES THE INFINITE POTENTIAL OF MERINO WOOL, MIXING INSPIRATION WITH BUSINESS ORIENTATION AND INCREASING THE DEMAND FOR THE FIBRE." LISA LISANTI, AWI