NATIONAL: Merino wool is undergoing a resurgence in popularity among US apparel retailers, Australian Wool Innovation reports.
The not-for-profit company recently took part in the SpinExpo trade event in New York. AWI general manager for product innovation Jimmy Jackson said US interest in natural fibres was the best it had been for many years, with retailers including Gap, Calvin Klein, Macy's and Marc Jacobs visiting the AWI stand.
“It is dangerous to build up expectations, but after many decades of trying to get merino wool back in the United States apparel market, I believe we are finally getting somewhere,” Jackson said.
“We are re-educating the consumer about what this great fibre can do. US retailers and brands are coming to appreciate how merino can be used to make products for all seasons and all occasions.”
AWI linked the upsurge in enquiries to its two new merino knitwear collections, 'Merino Casual' and 'Merino Touch'.
Targeted at the streetwear and casualwear markets, the Merino Casual collection features distinctive textures and aesthetics created by novel dyeing and finishing techniques.
The Merino Touch range features commercial apparel made from soft yarns and fabrics. The collection is designed to cater to the demand for 'affordable luxury' apparel.
AWI will present the collections to the Asian market in September when it exhibits at SpinExpo in Shanghai. It will also stage workshops with international brands and retailers to further educate them on merino wool's potential.
AWI is a not-for-profit company owned by over 29,000 Australian woolgrowers. The company oversees innovation, marketing, sales and research and development to increase the profitability of Australia's wool growing sector.