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Beyond the Bale : September 2013
OFF-FARM September 2013 BEYOND THE BALE MERINO FOR THE SLOPES AND CITY U S apparel brand Neve Designs has this year established a partnership with AWI to expand its Merino wool apparel product line. The Colorado-based company, which became a Woolmark licensee earlier this year, is a specialty manufacturer and retailer of distinctly functional and fashionable knit sweaters, outerwear, base-layers and accessories – all with an alpine feel. The partnership will help boost the presence of Australian wool within the American market as well as in versatile lifestyle fashion. For Neve Designs, the partnership allows the brand to continue to build upon its quality, performance and beautiful design aesthetic with premium Merino wool. Neve Designs marketing director Jennifer Tille said the mixture of Neve’s apparel designs and use of quality fibres adds strength and appeal to its brand. “It is paramount to our company FAST FACTS l AWI has partnered with Woolmark licensee and US apparel brand Neve Designs to help produce a Merino wool range for the northern hemisphere’s autumn/winter season. l Neve Designs blends ski resort performance with city style and is a true innovator in mountain lifestyle fashion. l Point-of-sale material was also created to increase the Woolmark brand’s presence in North America and promote consumer knowledge about Merino wool. that we continue to improve the performance and durability of our apparel, while preserving its luxurious touch,” Ms Tille said. “With Merino wool, we are able to use an environmentally responsible fibre that is not only extremely high quality, but also incredibly comfortable and durable.” In time for America’s autumn season, Neve has unveiled a new range of men’s and women’s styles made from 100 per cent Merino wool, including a revamped Sport Collection, a fresh take on the timeless Classic Collection and new Outerwear Collection. For AWI, the partnership increases the Woolmark brand’s presence within the lucrative US market. Point-of-sale marketing collateral produced by AWI in conjunction with Neve Designs builds consumer awareness of wool’s natural benefits as well as the brand. This year’s partnership follows on from a previous collaboration, where AWI conducted in-store training sessions for retail staff. “Neve Designs is well-respected not only in the foothills of ski slopes, but the company’s apparel is increasingly being spotted in urban cities across the USA,” AWI country manager for the Americas, Michelle Lee, said. “To coincide with the release of Neve Designs’ new Merino wool range, AWI has produced three point-of-sale items. One flyer was created primarily for retail staff outlining the natural attributes of Merino wool, which will help educate them about the fibre and in turn pass this information on to their customers. “Two consumer-facing pieces were also created, in the form of pocket size fold-outs similar in format to fold-out trail maps commonly available at ski resorts. One is for alpine dwellers, whilst the other is for those in urban cities. Each has information about Merino wool and apparel care information. The alpine one also has information on North America’s top ski resorts, whilst the urban one features some of the world’s most festive winter cities. “Neve blends resort performance with city style and is a true innovator in mountain lifestyle fashion. We are thrilled to partner with a brand that is at home on the mountain but has an eye for classic style.” Neve Designs is an official partner of the US Ski Team and will provide the team with wool knit products for the 2014 Winter Olympics. More information: www.nevedesigns.com