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Beyond the Bale : Oct - Nov 08
24 Textiles Beyond the Bale MERINOfresh: t a revolution for suits More consumers will have the chance to wear a Merino wool suit that they can clean in the shower okyo businessmen have been rushing to get their hands on the latest must-have clothing item – the suit that can be cleaned using a domestic shower – since its arrival in japanese department stores a few months ago. now aWi is transferring the technology to companies in China, india and Korea. retail interest across the globe is high, reports aWi’s general manager product development and commercialisation jimmy jackson, including from the likes of fashion giants Hugo Boss and Perry ellis. The suit is the world’s first Merino wool, non-iron suit that can be rinsed under a normal shower stream to remove the dirt, stains and smells of the day. The suit can be washed in the evening, hung up to dry and be ready to wear the following morning, with no ironing required. aWi is launching the new Merinofresh™ program for the autumn/ winter 2009-10 retail selling season. The campaign will be launched at Première Vision in Paris (September 2008) and intertextile in Shanghai (october 2008). The rinse and clean suit, which is a joint product development between aWi and a leading japanese suit retailer Konaka & Co ltd, has been selling well in japan over the spring/summer season. Through the Merinofresh™ campaign it is now being launched to the rest of the world. as well as its convenience, the suit rates highly on environmental performance because it has a substantially reduced need for dry-cleaning and can be cleaned quickly with minimal water use. Smog, dirt, smoke, smells and stains from food and drink rinse away after just a few minutes under a 40°C shower. The launch is only the ‘kick off’ to the season. The regional benefits will come from one-on-one retail workshops. “During the retail workshops we will be encouraging the retail brand to develop their own products, based on this innovation, but incorporating their own style, colour, and supply partners,” Mr jackson says. aWi will provide onsite support for the technology transfer. ú More information: www.merinoinnovation.com The stores of US retailer Dillard’s have a focus on extra fine Australian Merino wool this autumn. Dillard’s ranks among the US’s largest fashion apparel and home-furnishings retailers, with annual revenues exceeding US$7.3 billion. The company operates in approximately 330 locations spanning 29 states, all under the one nameplate. Their stores offer a broad selection of merchandise and Cool Merino keeps wool in season t wenty years ago, the international Wool Secretariat’s ‘Cool Wool’ campaign introduced consumers to the idea that wool was not just something you wear in winter. Today, thanks to new processing technologies and the efforts of woolgrowers who continue to produce finer wools, consumers have access to a new generation of lightweight Merino wool. aWi’s Merinocool™ campaign is a revamp of Cool Wool targeting the wovenwear fashion market with these new lightweight fabrics. “Today’s consumers in the major markets of the US, europe and japan want lightweight clothes,” says aWi’s general manager product development and commercialisation jimmy jackson. “People want to feel comfortable, but in the built environment, they don’t actually need clothes for protection or to keep warm. What was lightweight fabric 20 years ago is now the norm.” Where the standard weight for Cool Wool 20 years ago was 220 grams per metre squared, the new Merinocool™ fabric is 165g/m2 . Coupled with that, the program uses the latest soft-tailoring techniques in its range of jackets, trousers, skirts and other garments. The program also caters to the demand for layered clothing. More than 15 supply chain partners are involved in the project, which targets the smart casual market in italy, france, japan, Korea, india and China. along with Merinotouch™, the campaign will be launched at Première Vision in Paris (September 2008) and intertextile in Shanghai (october 2008). The launches will be followed by one-on-one regional retail workshops. “During the retail workshops we will be encouraging the retail brand to develop their own products, such as style, colour and supply partners.” ú More information: www.merinoinnovation.com Major US reTailer feaTUreS Merino
Dec 08 - Jan 09
Aug - Sep 08