News Flash

Merino returns on winter fashion map

05 Jul '06

2 min read

Australian Wool Innovation Limited (AWI) announces that the cold sets in, it's hard to miss the fact Merino is back on the winter fashion map.

From swing tags to in store promotions, fashion is again favoring this versatile yarn.

"For us, Merino is fantastic," said Sonia Wong, general manager retail brands for the Apparel Group, which handles Sportscraft.

"Especially with the Australian climate, we are able to achieve a wearable, lightweight garment that is favoured by consumers".

Cat Burke, PR for Morrissey agrees, saying designers are now not only recognising the versatility of Merino but consumers want a more natural alternative.

"Society is becoming much more holistic," Cat says. "Consumers now want a much more pure feel to the fashion they wear".

Knitwear designer Marie Green from David Lawrence is another strong believer in the natural virtues of Merino saying it is important for consumers to know that what they are buying is Merino.

"We always like to promote Australian Merino wool and washable Merino wool on the swing tags for our David Lawrence garments," she says.

"As a designer, Merino is a great yarn to work with. The virtue of Merino is not only in its seasonal benefits but also because it's an easy yarn to translate into fashion; it allows you to create so many more fashion options".

Cat Burke points out that Morrissey use Merino as their 'yarn of choice' not only for their fine gauge knits and suits but for all their corporate uniform clients.

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