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Beyond the Bale : March 2013
22 22 OFF-FARM FAST FACTS l AWI has partnered with an American leading specialty retailer to release a hunting jacket with an outer shell made from 100 per cent Merino wool. l This garment sees the re-emergence of wool as a fibre for outdoor outerwear. l Cabela’s Diamantina Merino Wool Jacket has won industry approval and significant media attention. March 2013 BEYOND THE BALE Merino hunting jacket a bullseye hit! 100 per cent Merino wool, is machine washable and can be put in the tumble dryer. Media surrounding the jacket’s release was outstanding, with positive appraisals in more than 30 publications, plus 80 outdoor writers tested the jacket and all produced very good reviews. AWI is proud to be partnering with Cabela’s and helping introduce to the hunting market an outer shell garment made from Merino wool. This partnership is just the beginning of what is believed will be a long and prosperous venture with one of America’s largest brands in the industry and also marks the re-emergence of wool as an outdoor outerwear fibre. “AWI has met with representatives from Cabela’s at major outdoor trade shows and over the years we have formed a relationship based on quality outdoor apparel offering maximum performance,” AWI country manager USA, Michelle Lee, said. “Our goal was to assist with the development of Merino programs and to provide marketing support for such products. Our great relationship with “MERINO WOOL, ONE OF THE SOFTEST AND WARMEST OF WOOLS, IS THE CURRENT HOT 'PERFORMANCE FABRIC' FOR ATHLETIC WEAR FOR RUNNING, BIKING, CROSS COUNTRY SKIING AND OTHER ACTIVE OUTDOOR SPORTS.” PHIL BOURJAILY JOURNALIST 'FIELD AND STREAM' Field and Stream journalist Phil Bourjaily (holding a dove decoy) who field-tested Cabela’s Diamantina Merino Wool Jacket and labelled Merino wool as the “current hot performance fabric”. Pursuing lucrative new markets has always been high on the agenda for AWI, and in the USA one of the largest ‘hooks and bullets’ brands is helping pave the way forward for this increasingly popular sector. A leading American outdoor retailer, Cabela’s, has introduced Merino wool to its outdoor apparel range and is receiving accolades from key industry commentators. Cabela’s Diamantina Merino Wool Jacket has an outer shell made from