AWI & Sugoi performance apparel enjoys 'Incredible' demand

24 May '07

3 min read

Australian Wool Innovation (AWI) and Sugoi, a leading athletic apparel manufacturer, have teamed up to introduce the new Wallaroo line of Merino wool active wear, and retailers across North America are clamouring to order the revolutionary new line.

Sugoi is the largest manufacturer of running and cycling apparel in Canada and the third-largest in running in the U.S. This is the first time in Sugoi's history that the company is using natural fibre in one of its lines, having preferred high performance synthetics in the past.

For 20 years, Sugoi, a Japanese term for “incredible,” has produced athletic apparel for runners, cyclists, triathletes and fitness enthusiasts.

Sugoi focuses on exceptional fit, details and reliable performance and looks to develop technical solutions for cardiovascular sports. After conducting a significant amount of research, Merino wool was chosen for its position as both a natural and technical fibre as well as for its soft hand. Athletes also appreciate the breathability and durability that Merino provides.

“We've already had fantastic bookings and the response has truly been spectacular,” said Stan Mavis, president of Sugoi. “The buyers were surprised that it was so luxurious and had almost a cashmere hand to it.”

“This is a brand new category for us. We currently have a 60 percent adoption rate which is the most successful booking we've ever had for a new category. And that's worldwide, out of approximately 2,000 accounts that we handle,” said Mr Mavis.

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