AWI slips, slops and slaps on some Aloe for winter

NATIONAL: Its suppliers are well-known for munching on the green stuff.

Now Australian Wool Innovation (AWI), a not-for-profit organisation aimed at increasing the commercial profile of Australian wool, is set to follow in the lead of its hard working sheep.

In response to an ongoing consumer research and trend forecasting campaign, AWI will release a series of environmentally friendly products during the Shanghai Spin Expo in September.

Global product development manager Jimmy Jackson said a recent study of 22,000 consumers across 10 countries - conducted by research group Millward Brown and advertising agency Publicis Mojo - found greater demand for "healthier" apparel that had been ethically-produced using natural ingredients.

AWI's winter 2008/09 collection is aimed at catering for this growing market with three separate categories - Merino Care, Merino Soft and Merino Visual.

Merino Care, the most ecologically skewed of the three, includes garments with machine-washability, deodorant additives and antibacterial properties. Made from biodegradable merino wool, the range features natural products such as Aloe-Vera, Vitamin E, passionfruit oil and lavender.

The substances are bound to the fabric using micro-encapsulation; a process in which tiny particles or droplets are surrounded by a coating to make small capsules. The particles are slowly released during soft abrasion caused from wear.

Jackson said research indicated conscious consumption is a trend likely to continue and that businesses should take that into consideration when developing and marketing products in the future.

Jackson said AWI would also offer buyers the opportunity to prove the authenticity of its ecological products through a 'Verification of Australian Merino' program.

The three collections will be unveiled at the annual Spin Expo which runs from September 5 to 7 in Shanghai, China.

By Assia Benmedjdoub