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Aussie Merino wool equals 'sun, water & grass'

29 Nov '07

2 min read

The director of an Italian communications company specialising in fashion and beauty described Merino wool as “an experience” at the Australian Wool Innovation (AWI) Wool Unlimited forum in Geelong earlier this month.

Andreina Longhi, of Attila and Co, highlighted the opportunities that exist for the luxurious Merino wool fibre in overseas markets during her presentation to the forum. Ms Longhi's Australian visit included a farm tour and speaking with many of the people responsible for producing fine quality Australian Merino wool.

“For a long time there has been little spoken about Merino wool in Italy. Those in fashion wear it, but they don't know a lot about it – they don't know it comes from Australia, or how it is grown,” Ms Longhi said.

“Since we've been in Australia we've heard Australian Merino wool described as being all about sun, water and grass. I think those three words have helped us understand the real values of Merino wool, it's not just about the fabric, it's about where it comes from.”

Vince Mancini, of New York-based textile sales agency Vince Mancini LLC also spoke at the forum. Prior to the event, he spoke about the importance of sustainable products for the increasingly informed consumer.

“There is quite a bit of confusion about what makes a textile green – for example is 'organic' green? Is 'eco' green? Is 'recycled' green?” Mr Mancini said.

“But what is very sure is that it's increasingly important to consumers that products are made from sustainable resources in a way that is environmentally sound. There is an enormous opportunity for wool as a fibre the consumer can believe in.”

AWI Global Product Development Manager Jimmy Jackson agrees.

“There is a real swing toward natural fibres, and with smart product innovation and the use of new technologies, real advances are being made with wool,” he said.

“It is a case of Australian Merino wool building on its very solid foundations. This is a time of real opportunity.”

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