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AWI & Sugoi release new Wallaroo line of Merino wool active wear

14
Jun '07
Australian Wool Innovation (AWI) and Sugoi have released their new Wallaroo line of Australian Merino wool active wear to North American retailers, fuelling the already enormous demand for clothing made from the natural fibre.

Sugoi (Japanese for 'incredible'), is the largest manufacturer of running and cycling clothing in Canada, and the third-largest in running in the US. Their clothing focuses on an outstanding fit, detail and performance.

It is the first time the company has used a natural fibre in its 20 year history. In the past it has relied on synthetic products but has now opted for the naturally durable, breathable and soft Australian Merino wool.

“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.”

The new range has had the highest adoption rate of any Sugoi release.

“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,” said Mr Mavis.

Part of the range is geared towards the base layer market with other items having the option of being worn independently. The Wallaroo line is consistent with the design, feel and performance of existing Sugoi products.


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