British weavers showcase Aussie Merino wool in Premiere Vision

03 Mar '08
2 min read

A range of luxurious Australian Merino wool fabrics produced by British and European mills have been showcased at the world's most important woven fabrics trade fair, Premiere Vision, in Paris.

The British Wool Textile Export Corporation, in association with Australian Wool Innovation (AWI), mounted a major display at the show to highlight the use of Australian Merino wool in the global apparel industry.

Craig Welsh, CEO of AWI explains, “AWI's relationship with the British Wool Textile Export Corporation is another example of building strong relationships within the global apparel community.”

“Showcasing the best Australian Merino wool products to the global apparel market at trade fairs such as Premiere Vision is part of the strategy to drive high-end demand for Australian Merino wool.”

“Merino wool is fast becoming an essential part of many designer collections and, with the help of AWI, leading weavers continue to produce fabrics of the highest quality.”

UK weavers are redefining innovation with bespoke fabrics made exclusively from Australian Merino wool, which is being rediscovered by weavers keen to take advantage of today's environmentally conscious consumers as they move towards natural fibres.

Each weaver from the British group displayed a range of unique premium Merino wool fabrics, including the finest English worsted suitings in light weight wool, and Spring/Summer blends with linens and silks.

Mr Welsh said throughout 2007 AWI organised a number of high level activities as part of the M200 business strategy.

“The aim is to support business partners, from weavers through to brands and retailers, in driving awareness and bringing new Merino products to market.”

This year marks the 150th anniversary of trade relations between the UK and Japan, which is the largest export market for many of the UK's iconic fashion brands. AWI aims to support this business with a long-season $1.4million marketing program.

Australian Wool Innovation Limited

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