Wildernesswear talks about being Australian a lot. What makes it so?
Well, it is little bit like an Indian probably would prefer to buy a cricket bat in India rather than to buy in Srilanka or Pakistan. Also, we are little bit proactive here when it comes to wool. We believe we have world’s finest wool that people of other nations have been coveting for, whereas, we enjoy that finest quality, and have best techniques to successfully convert into garments with desired features. Hence, we see an opportunity in the area that lacks manufacturer making raw materials to build products exhorted by the market.
And that is not all about it; in world market dealing with any country, we make sure that standard of the raw materials we get is best and best is in garments after designed to grow a quality and at same time competitive. That is our products’ unique selling properties.
A lot of International brands are there, but at the end of day, one that creates its niche identification establishes itself as a ‘brand’. And when you have got world’s finest resources handy, it is definitely an advantage. It is same as products made of cotton coming from Egypt stands different in market to those from American cotton having different attraction.
And local competition?
We are competitive locally too. We, like everyone tries to develop own personality, are different having different selling preposition; that is- we have got innovative ideas and upper hand on underwear and socks market as well as the formal wear. Whereas, our competitors have gone defocused by entering into fashion segments or womens-wear, and most of them are selling in traditional departmental stores. That is the space we are not into. With innovation and focused attempts in our expertise sector we enjoy monopoly.
‘Invention is one of Wilderness Wear’s key qualities’ describes your Group’s web presentation. Could you elaborate a little more on it, please?
Well, I think, we cannot do without this. Different types of fibres are entering into the market. Europeans are announcing developments in polypropylene areas, and Americans announcing developments in polyester areas. One of the things, we look to do is beautify components.
For example, we are manufacturing menswear with a fabric knitting up polypropylene yarn that has specific gravity less than one, on one side and wool on the other to give it better lifetime-shape and greater comfort to wear and to handle etc. Thus, we have introduced a premium quality Polypropylene thermal base layer fabric. So these sort of technical developments are in pipeline. On top of that, we have regular up-gradations in weaving machines, computerized weaving machines and such technologies.
From past some years, we have been using Lycra with wool and other combination in composition garment technology, thus, capturing latest market of athletic performance sportswear sector. So, there are many technical developments with wool, with different yarns-fibres and with different machineries to drive industry forth into the next decade.
So, any new sector you may wish to foray into; may be technical textiles?
Well I think technical textiles is a grey area. We have got a lot of development in work-wear itself, and I envisage a lot of opportunity in Airspace, in defense area, in police and all what we call corporate or government sector.
Your company’s web presentation includes tenet -‘Ecology is a big factor in how the company operates’. We admit too! So how Wildernesswear operates on this front?
Operating in wool is in itself the eco friendly line of operation. Our products and operations both comply with the standard set by eco friendly leagues. Being a company that exists for enjoyment of the outdoors, we believe Wilderness Wear should do its best to protect the very resources that make this possible. Our ecology platform includes a directive to always use fibre and material products that are environmentally friendly and traceable, such as mulesed-free wool. Being our own manufacturer provides opportunity to self-monitor everything we produce, right down to packaging from 100% post-consumer waste boards and papers. Our carbon responsibility leads us to source raw materials from like-minded, carbon conscious suppliers and to generate low company emissions ourselves. Overall, we regard these measures as the way to leave the least mark on our precious environment.#######
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.