An historic agreement will see the best superfine wool, defined in industry terms as 1PP, to be purchased exclusively by the luxury weaver at an industry premium price.
With the support of Australian Wool Innovation (AWI), Reda's Global Directors, Francesco Botto Poala and Fabrizio Botto Poala have headed an international media tour to Australia to highlight the source of the IPP bales to the world and marks the launch of the brand's 150th anniversary celebrations.
The tour group has attended a wool auction in Sydney and visited the New England superfine region to view first-hand the process of producing the premium natural fibre.
Reda fabrics stand out for quality, luxury and sophistication and are the best choice for the most important international fashion houses. Reda is an emblem of Italian expertise, combining craft traditions and technological innovation which was established in 1865 in the hills above Biella, Italy.
Andrew Blanch, Managing Director of New England Wool explained, "This project initiated by Reda, will be welcomed by the superfine woolgrowers of Australia. It is a show of faith by Reda in the highest quality superfine wool and wool producers and is designed to build strong demand at the top end of the market for their wonderful product.
"This particular promotion is just another example of the passion and dedication Reda have displayed over the many years of involvement in the Australian wool industry. The 150PP Project will give the industry a huge confidence boost."
1PP certificates are issued to a select number of superfine bales annually that exhibit superlative quality, style and soundness and are prepared in the best possible manner. A 1PP certificate is the highest level of certification that superfine wools can obtain and is highly sought after by producers of superfine wool. The selection of the wool for the 1PP accreditation is undertaken by a panel of five professional and independent wool buyers.
"We are encouraged by the continued support and level of interest in the story behind superfine wool which we receive from our supporters in Italy and across Europe," explained Stuart McCullough, Chief Executive Officer, AWI. "Globally supported initiatives such as this are being driven by the industry and reinforce AWI's efforts to strengthen demand for superfine and ultrafine Australian wool at a sustainable price."
Australian Wool Innovation Limited
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