United Colours of Australian Merino

NATIONAL: Australian Merino wool looks set to enter the global limelight following a major strategic deal with renowned fashion brand Benetton.
The international clothing giant will launch a range of premium Australian Merino garments into more than 5,500 stores worldwide as part of the historic deal, inked earlier this month with wool research body Australian Wool Innovation (AWI).
AWI declined to comment on product details after an article in the Sydney Morning Herald (SMH) reportedly ruffled feathers between Benetton and international group People for the Ethical Treatment of Animals (PETA). The animal rights group boycotted Australian wool in late 2004 over mulesing - the stripping of flesh from a lamb's hind quarters to prevent flystrike.
While the SMH article described the AWI/Benetton deal as a "slap in the face for PETA", an AWI spokesperson claimed defying PETA had not been its objective.
AWI chairman Ian McLachlan - himself no stranger to controversy after being implicated in a controversial meeting between Prime Minister John Howard and Treasurer Peter Costello - confirmed the Benetton partnership comprised a wide-ranging two-year agreement to "significantly increase their use of Australian Merino wool each year [through] new garment lines and textile technology".
McLachlan said the alliance would see Benetton develop new product lines using Australian Merino, supported by a special marketing campaign, with the garments selling to Benetton's eight million customers in the USA, Asia and Europe, he said.
The first Benetton Merino branded product would be unveiled in October on the catwalks of a gala event in Paris celebrating Benetton's 40th anniversary, coinciding with the conclusion of Paris Fashion Week and attracting customers, designers and media from across the globe.
AWI had also committed $1.6 million to fund seven research projects on innovative processing techniques, with the aim of supplying Benetton with fresh fabrics and yarns, McLachlan said.
"New technology such as pilling elimination and quick dry applications will increase the uses of Australian Merino wool. This agreement with Benetton will have a major ripple effect throughout the textile industry as competitors see new products from Benetton using Australian merino wool."