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Wool Stocktake : AWI Annual Report 2015-16
Scabal collaborated with AWI to release an innovative collection of ultrafine Noble Fleece fabrics, produced by the newly formed Scabal Noble Wool Club. • With AWI support, UK menswear designer Lou Dalton worked closely with leading Italian mill Lanifico Fratelli Cerruti to include Merino wool wovenwear in her collections on the runways of London for both her spring/summer and autumn/winter collections. • The benefits of Australian Merino wool and the role of the fibre in the history of leading Italian knitting brand Missoni were showcased at a grand exhibition ‘Missoni, Art, Colour’ held in Italy and the UK. AWI supported the Missoni initiative to stimulate the market to sell more Merino wool, thereby benefiting Australian woolgrowers. • The ‘Inside Out’ event in June 2015, at which AWI joined forces with the bespoke tailors of Savile Row to highlight the importance of Merino wool in men’s suiting, also marked the launch of The Ambassadors Project. Together with British GQ and London Collections Men fashion week, the project saw each Savile Row Bespoke house team up with and style an appointed ambassador; the behind the scenes process of kitting out the ambassadors was traced through social media in the lead up to London Collections Men in January 2016. • Collaborating with Italian weaver Berto and Dutch suit manufacturer The Makers, AWI presented an update to traditional tailoring at the world’s leading denim show Amsterdam Denim Days. The 65 per cent Merino wool and 35 per cent cotton fabric was manufactured into three Wool Denim suits, introducing traditional tailoring to a contemporary customer. • OSMAN, the eponymous label from leading fashion designer Osman Yousefzada, launched a collection of key-piece trousers for Harvey Nichols in collaboration with AWI. Called The Perfect Five, the collection celebrates the timeless style of five iconic women and highlights wool as the ultimate below- the-waist fibre. • Woolrich John Rich & Bros launched two new versions of its famous Arctic Parka – the Polar Parka and the Mackinaw Parka – both made with Loro Piana’s 100 per cent Merino wool Storm System® fabric. With support from AWI, the company undertook an advertising campaign across Europe, promoting the Merino outerwear in magazines in Italy, Switzerland, Germany, France, the UK and the Netherlands. • AWI was a proud supporter of the annual Istanbul Fashion Conference organised by the Turkish Clothing Manufacturers Association (TGSD) which was held in conjunction with the International Apparel Federation’s World Fashion Convention. AWI secured British fashion designer Gordon Richardson, the Creative Director of TOPMAN, as a keynote speaker for the event. • AWI partnered with Loro Piana in the annual Loro Piana Record Bale competition, as a way to celebrate the commitment of Australian woolgrowers to achieving an extremely high standard of fineness and quality for their Merino wool. The world record for the finest bale of wool was broken by Australian woolgrowers Pamela and Robert Sandlant of ‘Pyrenees Park’ in Victoria who produced a bale of Merino wool of 10.3 microns. • For its spring/summer 2015/16 collection, M.J . Bale partnered with AWI to promote lightweight Cool Wool suiting fabrics specially woven by a prestigious group of weavers that included Italy’s Vitale Barberis Canonico. More than 150,000 wool products were promoted during this period. • Well-known American fashion designer Thom Browne – best known for his cropped take on the classic men’s suit – unveiled his spring/summer 2016 collection featuring a number of Cool Wool- certified garments, becoming the first American designer to do so. Browne and AWI have signed a two-season partnership, with the New York-based designer who is a long-time champion of Australian Merino wool. • With the support of AWI, a group of six well-known Indian and Pakistani fashion designers joined forces to champion the lightweight properties of wool united at a special event in Mumbai to each present a Cool Wool collection that highlighted the versatility of the trans-seasonal fibre, whilst staying true to each designer’s personal aesthetics. Stephanie Field modelling an Australian wool garment on her family’s property in NSW, as part of Jeanswest’s new ‘Australian Wool Collection’ that contained Woolmark-certified knitwear. Jeanswest is an example of a fashion brand using the provenance of Australian wool to help market its collection to consumers. REPORT OF 2015/16 OPERATIONS – MARKETING 41
AWI Annual Report 2014-15
AWI Annual Report 2016-17