AWI aligns with Indian label

NATIONAL: Australian Wool Innovation (AWI) has sets its sights on the lucrative Asian and Middle East market by teaming up with an Indian clothing label.

The collaboration means AWI will work jointly with menswear brand Park Avenue to launch a range of products into the to markets.

The venture's latest Australian merino wool collection includes a new machine-washable wool suit, to be released across India in April, which means the rising demands for "easy care" clothing.

AWI CEO Craig Welsh said the collaboration made sense as India is Australian merino wool's fourth largest customer.

"With Australian exports to India increasing by 27 per cent annually over the past five years we recohnise the importance of this market now and in the future," Welsh said.