In a big win for Australian wool, one of the world's most important weavers of superfine wool announced a long term investment in local growers this week.
Reba will exclusively purchase the best superfine wool from Australia at an industry premium price.
The Italian-based company is the fabrics choice of many international fashion houses such as Hugo Boss and Armani.
The historic agreement will see the best superfine wool, defined in industry terms as 1PP, bought exclusively by the luxury weaver at an industry premium price.
The occasion was marked with a photocall at McMahons Point, Blues Point Reserve, Sydney.
It featured Reda global directors Francesco Botto Poala and Fabrizio Botto Poala, Australian Wool Innovation CEO Stuart McCullough and The Woolmark Company chief strategy and marketing officer Rob Langtry.