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Merino Knitwear Fall Winter 2009-10 Collection launched

Sep '08
Australian Wool Innovation Limited (AWI), a non profit making organization dedicated to the development of wool industry unveiled 'Merino Knitwear Fall Winter 09-10 Collection" at The Intercontinental, New Delhi through a fashion show. Special Guest, Mr. S.K Singhal, President – Textiles, Raymond India graced the occasion.

Top Indian models like Indrani Das Gupta, Amanpreet Wahi and Sonalika Sahay sashayed the ramp donning the elegant collection. The event was well attended by the decision makers and representatives of the leading Indian textile manufacturers, retailers, exporters and designers beside members for trade and business associates related to woolen apparel industry.

Based on new themes like Merino touch, Merino fresh and Merino Cool- the collection comprised of 61 exclusive pieces. Ranging from knitwear to woven apparels for men, women and kids, the designs had a unique blend of luxury, style and comfort.

Speaking on the occasion Mr. Pascal Senkoff – Regional General Manager Asia said "We are delighted to present our innovative collection for the next season. The availability of high quality, unique, and desirable products are a way for AWI to expand product offerings to the fashion retail market and further promote the benefits that only Australian Merino wool can offer. Through this we intend to reinforce our commitment to bring new and innovative merino products to the global wool market."

"AWI integrated The Woolmark Company with its business and became the owner of Woolmark – the world's best-known textile fiber brand. Now we will be focusing on working closely with brands and retailers to deliver wool products more easily to the consumer." He further added.

The new collection is dedicated to AWI's commitment to promote Australian wool around the globe. The yarns used to create the MerinoTouch knitwear collection were selected from commercially available yarns and using the latest colours from the spinners colour palette.

This yarn is ideal for a vast range of designs ranging from contemporary to classic. MerinoCool fabric combines the natural, lightweight performance of Australian Merino wool with the versatility and comfort desired for everyday wear.

Due to its lightweight performance MerinoCool is not only a great choice for everyday wear, it is also ideal for high fashion and smart casual wear. The fineness, softness and handle of these MerinoCool fabrics makes them perfect for any season.

MerinoFresh, which is based on the world-first rinse and clean 'shower suit' technology, allows woven products made from Merino wool- such as suits, trousers and skirts- to be refreshed or cleaned after wear simply using a domestic shower. It blends the cutting edge fashionable elegance with the functionality and flexibility required for today's busy lifestyle.

AWI has launched a new program to support the Woolmark and introduce a new premium Merino brand- Australian Merino and Superior Merino. With this program, AWI will be in position to respond to increasing global demand for high quality, trans-seasonal, natural and sustainable merino wool fibre.

AWI also announced the change in the corporate identity. The company's new-look logo features a symbolic stylized ram's head as its calling card. This initiative represents an important turning point for Australian Merino wool and the 55,000 Australian woolgrowers.

Australian Wool Innovation Limited

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