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AWI & Sugoi performance apparel enjoys 'Incredible' demand
24 May '07
3 min read
“AWI introduced us to a special enzyme wash that can be used to take out the coarser fibres and produce a more uniform and consistent product that washes and wears very well. North American society is a washer/dryer society so it was important that the product be washer/dryer friendly.”
The Wallaroo collection features two different weights of Merino and seven styles of men's and women's apparel. Certain pieces are intended to be used for base layering while others can be worn independently depending on the activity. The new collection is consistent with other Sugoi lines, featuring the same look, feel and performance orientation.
Stuart McCullough, director of North American Operations at AWI, is enthusiastic about the new line and how it is already changing common misperceptions about Merino.
“AWI is constantly looking for ways to spread the word that Merino wool is a world-class natural fibre,” said Mr McCullough.
“Sugoi, with its vast network of retailers around the world, is a perfect company to facilitate this initiative. Because of their high-tech nature, Sugoi is a company that is studied by many of the major North American retailers as a cutting-edge innovator of product. We are working hard to ensure that we extend the adoption by retailers of the new merino wool products that show the product as luxurious, soft and easy-care.”
To help market the products and drive additional awareness for Merino, Sugoi also gave retailers shiny, Merino-branded bags to display the product in stores.
The Wallaroo collection features two different weights of Merino and seven styles of men's and women's apparel. Certain pieces are intended to be used for base layering while others can be worn independently depending on the activity. The new collection is consistent with other Sugoi lines, featuring the same look, feel and performance orientation.
Stuart McCullough, director of North American Operations at AWI, is enthusiastic about the new line and how it is already changing common misperceptions about Merino.
“AWI is constantly looking for ways to spread the word that Merino wool is a world-class natural fibre,” said Mr McCullough.
“Sugoi, with its vast network of retailers around the world, is a perfect company to facilitate this initiative. Because of their high-tech nature, Sugoi is a company that is studied by many of the major North American retailers as a cutting-edge innovator of product. We are working hard to ensure that we extend the adoption by retailers of the new merino wool products that show the product as luxurious, soft and easy-care.”
To help market the products and drive additional awareness for Merino, Sugoi also gave retailers shiny, Merino-branded bags to display the product in stores.
Australian Wool Innovation Limited
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