AWI introduces 'Grand Cru' mercerised wool at Pitti Filati

28 Jul '08

4 min read

At Pitti Filati, AWI took great effort to actively promote its Natural, Biodegradable and Sustainable qualities, making it an ethical and easy choice for retailers, suppliers and consumers.

“Australian Merino wool is the premium natural fibre solution. Consumers can buy authentic Australian Merino with confidence, knowing it is the eco-friendly choice,” Mr Jackson, said.

Australian Merino is a naturally luxurious and high performance fibre that has evolved over years to create the most effective all-weather protection against the elements known to man. Nature designed the Merino fleece to protect from wind, rain, snow and heat. No man made fibre can come close to replicating Merino's naturally occurring combination of attributes.

“AWI is working with top makers, spinners, weavers, brand owners and retailers to help produce yarns, fabrics and garments to suit the needs of today's consumer who demands softer, more luxurious and natural fibres. Events such as Pitti Filati allow us to profile and promote such important developments”, he said.

Another draw-card to the stand was the 10 innovative knitwear creations from fashion's new-guarde of knitwear designers – finalists in the inaugural Woolmark Prize competition. Showcasing the future of Australian Merino wool at its finest with new technology, and innovative fabric finishes, in conjunction with the world's top knitters.

“The inclusion of the Woolmark Prize finalists garments gave visitors to the stand further inspiration of the possibilities and fashionability of Australian Merino,” Mr Jackson said. “It also attracted a wider circle of designers and industry creatives to the stand, which allowed us to present the finished product to a wider audience.”

At trade events such as Pitti Filati, AWI seeks to uncover new opportunities and markets for Australian Merino wool, and then works to develop the right products to meet the demands.

AWI will continue to showcase Australian Merino wool innovations to the decision-makers in world apparel, to ensure the growth of the industry and increase the demand for the world's greatest natural fibre – the miracle that is Merino. The next AWI trade showcase will be Spin Expo in China (September 2008).

Australian Wool Innovation Limited

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