aussieBum wool undies a global first

Men's swim and under wear specialist aussieBum has designed a range of undies made from 100 per cent Australian Merino wool.
The woollen briefs have been created in partnership with Australian textile giant Charles Parsons and will be launched to the North American and European market at the end of this month.
"We are the first underwear company to bring out a range of Merino wool undies, as far as we know," aussieBum founder Sean Ashby told Ragtrader.
"It's an innovative initiative that will promote both the brand and the Australian wool industry."
aussieBum Merino wool undies are cut to the same pattern as the brand's "Classic" briefs range and will be available in red, black and navy blue featuring a black and white waistband embossed with the aussieBum logo. The 'Deluxe' range will retail for the equivalent of AUD $25.95.
The Sydney-based company will sell the collection to a selection of stores across its existing retail base, including Selfridges (UK), Brown Thomas (Ireland), Ka De We (Germany) and many more in Europe and the US.
"Once we have tested these markets, we will sell the range in Australia," said Ashby.
The forthcoming launch will be supported by advertising and marketing featuring images which reflect the rugged Aussie lifestyle and informing customers the brand offers "function, fashion and fit", he added.
Ashby also revealed that aussieBum had been selected to showcase its extensive underwear range - which includes briefs, sport shorts and jock straps - at the newly refurbished Ka De We flagship store in Berlin.
"It was a choice between us and Calvin Klein and they chose aussieBum," explained Ashby, explaining that the brand is also one of Selfridges' top selling men's underwear ranges and boasts a "major display" in its Oxford Street (London) store.