MELBOURNE: Iconic Australian sheepskin footwear brand, Emu Australia is set to expand its brand offering with the launch of a premium womenswear collection.
Set to launch for northern hemisphere autumn/winter 2009, the range is the result of two years' development by the Geelong based company. The collection is made from superfine merino wool and premium sheepskin and includes base layers, comfort styles, chunky knits, outerwear and accessories in a palette of neutrals, earth tones and darker hues enhanced with splashes of on-season colour.
Positioned as a premium product competing with the cashmere market, with Canada as a key northern hemisphere launch market, prices for the range start at C$69.95 (around A$85) for a Merino wool jersey T-shirt, ranging up to C$169.95 for a merino wool French terry hoodie, C$224.95 for a merino wool chunky cardi and C$424.95 for a nappa sheepskin leather bomber jacket. A double face sheepskin hooded jacket will top the bracket at C$1334.95.
The collection is expected to launch in the southern hemisphere market in early 2010. GM Europe Peter Lynes said the move into clothing represented a significant step forward in the brand's expansion plans.
"We're already known globally for our premium sheepskin and wool products, so apparel is a logical extension for us. Wool is paramount on the fashion agenda. With our wool and sheepskin heritage we're ideally positioned to lead the burgeoning global movement towards natural, eco-friendly and luxurious wool into the wardrobe."
Emu's brand expansion will also entail the introduction of new styles to its footwear offer for northern hemisphere autumn/winter 2009. Added to the core collection will be a range of styles using premium suede with shorter pile sheepskin lining, resulting in sleeker line women's fashion styles. Key new styles include Kings Cross, Mulga, Waratah, Kimba and Birdsville.
Emu's Australian based designer Morgan Bridgeford said the expansion of the footwear range had created a more style oriented offer.
"Our design improvements will set us apart in 2009 and further differentiate the product from our competitors, whilst maintaining what people love about Emu ? the Australian spirit, comfort, thermal properties, durability and environmental sensitivity."