ISSUE 88 SEPTEMBER 2021 - DEFENCE FORCE DRESSED IN WOOL - Australian Wool Innovation
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ISSUE 88 SEPTEMBER 2021
PROFIT FROM WOOL INNOVATION
www.wool.com
07 10 26
DEFENCE FORCE WOOL’S ECO CHALLENGE COVID ADVICE
DRESSED IN WOOL IN EUROPE FOR WOOLGROWERS
08 ANDY MURRAY WEARS 50 E
LIMINATING THE
WOOL AT WIMBLEDON CATCH AND DRAG
EDITOR
Richard Smith
E richard.smith@wool.com
Australian Wool Innovation Limited
A L6, 68 Harrington St, The Rocks,
OFF-FARM ON-FARM
Sydney NSW 2000
GPO Box 4177, Sydney NSW 2001 3 Letter from the new AWI Chairman 26 COVID – advice for woolgrowers
P 02 8295 3100 4 WoolPoll 2021 27 COVID – advice for in the shed
E info@wool.com W wool.com
AWI Helpline 1800 070 099 5 AWI’s Review of Performance 28 FeralScan up-to-date pest monitoring
SUBSCRIPTION 6 AWI consultation forums 30 Making More From Sheep education
Beyond the Bale is available free.
To subscribe contact AWI 7 ADF dressed in wool 31 Natural Capital Accounting
P 02 8295 3100 E info@wool.com
8 Andy Murray takes wool to Wimbledon 32 Land stewardship benefits confirmed
Beyond the Bale is published by Australian 10 Wool’s eco rating challenge in the EU 34 Lifetime Ewe Management
Wool Innovation Ltd (AWI), a company
funded by Australian woolgrowers and the 11 Devold’s reversable base-layers 35 Sheep reproduction advice on video
Australian Government. AWI’s goal is to help
increase the demand for wool by actively 12 “Buy better, buy wool” campaign 36 Merino Lifetime Productivity
selling Australian wool and its attributes 38 Genetics update
through investments in marketing, innovation 13 Natural dyes for a natural fibre
and R&D – from farm to fashion and interiors. 14 Hedrena’s Aussie wool apparel 40 AWI breeding publications
COPYRIGHT 15 Custom tailoring with InStitchu 42 Flystrike management advice
Material in Beyond the Bale is copyright. 43 AWI flystrike publications
16 Limestone Coast wool quilt range
Reproduction of the material is encouraged.
However prior permission must be obtained 17 Knitting yarns in big demand at Nundle 44 Annual flystrike management plan
from the Editor.
18 International Woolmark Prize explained 46 Pneumonia in lambs
DISCLAIMER 48 Hi-tech to prevent shearing injuries
To the extent permitted by law, Australian 21 International Woolmark Prize2021
Wool Innovation Ltd excludes all liability 50 Modular sheep delivery unit
for loss or damage arising from the use of,
22 Wool education is tops in China
or reliance on, the information contained in 23 Wool education shows value in Japan 52 Shearer and wool handler training
this publication.
The Woolmark symbol is a certification mark 24 Latest wool fashions at regional shows 52 Preparing sheep for shearing
registered in many countries.
© 2021 Australian Wool Innovation Ltd. All 24 Perfect Perendale wool bags 53 Contamination: ‘Keep the Clip Clean’
rights reserved. 54 Hand-on stockmanship training
ADVERTISING SALES 56 Horizon scholarship
Steve Luxford, Pulse Hub Pty Ltd
P 0429 699 553 56 Breeding Leadership applications
E steve.luxford@pulsehub.com.au
Advertising is subject to terms and conditions
58 Market Intelligence update
AWI INVESTMENT STRATEGIES
published on the ratecard, which is available 60 EMI recovering
Sheep Production,
from Pulse Hub. Marketing Consultation
Science & Technology
61 WoolQ and SustainaWOOL
ISSN Processing Innovation
1447-9680 & Education Extension
Traceability 62 Readers’ photos
63 Seasonal conditions forecast
FRONT COVER CONNECTING WITH AWI
Woolgrower Michael Taylor with his two
daughters, Nina and Lydie, on the family farm wool.com AWI E-NEWSLETTERS:
at Kentucky on the Northern Tablelands of
NSW. Michael took part in an AWI-funded To subscribe to the free monthly AWI e-newsletter
Natural Capital Accounting project that has feedback@wool.com for woolgrowers, and the weekly wool market review
helped Michael consider the contributions that e-newsletter, visit www.wool.com/subscribe
his property’s natural assets make to his farming
business. See pages 31-33 for details. wool.com/podcast
THE WOOLMARK COMPANY
Front cover, bottom right photo credit:
Maksym Belchenko twitter.com/woolinnovation
woolmark.com
facebook.com/AustralianWoolInnovation
twitter.com/woolmark
youtube.com/AWIWoolProduction
facebook.com/thewoolmarkcompany
Instagram.com/AustralianWool
youtube.com/thewoolmarkcompany
View Beyond the Bale online at
This magazine is printed on PEFC BtB http://beyondthebale.wool.com Instagram.com/thewoolmarkcompany
(Programme for the Endorsement of
Forest Certification) paper stock.
AWI STATE-BASED GROWER NETWORKS
AWI-supported networks are present in each state.
• Sheep Connect NSW • BESTWOOL/BESTLAMB (VIC)
• Sheep Connect SA • The Sheep’s Back (WA)
• Sheep Connect Tasmania • Leading Sheep (Qld)
Find your grower network at www.wool.com/networks or call the AWI Helpline on 1800 070 099.
GD4277
UPFRONT 3
A LETTER FROM Reduced revenue
= reduced investment
AWI CHAIRMAN, These key marketing and R&D issues for the
industry, and many others, need investment.
JOCK LAURIE
But AWI has been hampered in the past
couple of years in this respect.
In 2020/21, AWI’s expenditure ($61
million) was 39% lower than it was two years
ago. This was in response to the company’s
deteriorating revenue which fell by 44%
Mr Laurie was elected by AWI shareholders to the AWI to $57 million in 2020/21. This is the lowest
annual revenue that AWI has ever had in the
Board on 20 November 2015. He was appointed as Chairman whole of its 20-year history.
of the AWI Board on 30 June 2021, following Ms Garnsey’s Our total revenue is to a large extent
resignation as Chairman. dependent on income from the wool levy,
which has more than halved during the past
two years due to the reduction in the wool
Marketing priorities levy rate from 2% to 1.5%, the unsettled EMI,
The first area of concern is the impact of and the fall in Australia’s wool production
COVID on the global market for wool. With caused by the drought.
the decline in demand for clothing due
to lockdowns, AWI held back a lot of its 120
marketing funds until a time when people
started spending again. China was the 100
first country whose economy recovered, so
we invested in a big campaign there that 80
$ millions
resulted in strong demand. Other economies
such as the UK are now recovering. It is 60
absolutely crucial that we make sure that
wool is front of mind of consumers when 40
they return to buying clothes.
COVID and growing concerns about 20
the environment have focused consumers’
0
attention on the eco-credentials of products
2018/19 2019/20 2020/21
and we are doing more to increase people’s
awareness of wool’s natural, renewable Levy revenue Total expenditure
and biodegradable benefits. A worrying Other revenue
issue is the environmental impact labelling
Jock Laurie Chairman, proposals in the European Union that,
Australian Wool Innovation counterintuitively, would rate wool poorly AWI operates in a lean, efficient
in comparison to man-made plastic fibres. and transparent manner, but just like
We are putting a lot of effort in the EU to any business with a reduced income,
O n behalf of Australian woolgrowers,
I would first like to thank the immediate
past Chairman Ms Colette Garnsey for her
help ensure that wool is considered by the
authorities correctly and appropriately.
we had to make cutbacks in staffing
and projects. We are dipping into the
reserves which the company has built
contribution to the wool industry through On-farm priorities up during past years for tough times like
her role as Chairman and as a director of In the on-farm area, concerns about a lack of right now. But continued drawing down
AWI. Colette’s understanding of the industry shearers have been exacerbated by COVID, on our reserves is not sustainable in the
beyond the farm gate has been of great value with some uncertainty as we head into long term. Reduced revenue equates to
to the industry. spring. AWI already funds a lot of shearer reduced investment.
Stepping into the role of Chairman, I and wool handler training but the industry Our industry has many opportunities
feel honoured to be given the opportunity needs more. It’s very important that we but also many challenges. I assure you
to lead AWI given its critical role in get novices involved and get them trained, that I will work to ensure that AWI, your
supporting an industry I have been involved but also get them into work and give them R&D and marketing company, will operate
in all my life. I am a grazier from Walcha and support during the following few months in the interests of you the woolgrowers
Merinos are the backbone of my enterprise. so they can go from shearing a handful of of Australia that help fund AWI, and
They provide multiple income streams and sheep to getting some more competitive ensure the best possible results with the
have been very good for my family business numbers, so they can make a living. available resources.
over several generations. Flystrike management is the other big
An important part of my role as concern in the on-farm area. It is a critical
Chairman is to ensure that AWI is listening issue and we have recently approved an
to woolgrowers and other stakeholders extra $650,000 to fast-track the potential
about the issues that concern them, development of a commercial vaccine. AWI
acknowledging those concerns and making is an R&D and marketing company, so we
sure they are discussed at board level, and fund research and provide tools, options and More information
then agreeing on a plan to address the market information to woolgrowers so they
Hear more from Mr Laurie
issues. Everybody should have a voice, can make up their own mind as to how best
in Episode 190 of AWI’s
everybody should be heard and all views to manage flystrike on their property. It’s
The Yarn podcast, available at
should be taken seriously. I am listening not up to AWI to tell any grower what they
www.wool.com/podcast
and AWI is prioritising and addressing key should or shouldn’t be doing; we will support
issues for the industry. growers’ right to make up their own mind.
4 UPFRONT
Detailed information
about what level of
investment AWI can
undertake for each levy
option is included in
the Voter Information
Memorandum
being mailed out to
woolgrowers this month.
What is WoolPoll? of WoolPoll to be changed to 5 years with the When is WoolPoll?
WoolPoll is a poll of eligible wool levy payers, objective of providing greater stability in the September: Eligible wool levy payers
conducted every three years, to determine levy rate. This question is being put forward will receive their voting papers, a Voter
the levy rate paid to AWI for industry in the 2021 WoolPoll via the ballot paper to Information Memorandum (containing
research, development (R&D) and marketing. test the preference for a 5-yearly poll more details about how AWI proposes to invest
Currently the levy rate is 1.5% (of the sale widely with levy payers. the levy funds at each of the five levy
price woolgrowers receive for their shorn rate options), details about AWI’s levy rate
greasy wool).
Why vote? recommendation, plus a summary of an
At this WoolPoll, eligible woolgrowers WoolPoll is the opportunity for levy payers independent review of AWI’s performance
are asked to consider five levy rate to directly influence how much funding AWI (2018/19 to 2020/21).
options: 0%, 1.0%, 1.5%, 2.0%, 2.5%. Eligible will receive for the ensuing period until the Monday 13 September: Voting opens.
woolgrowers can vote for one or more levy next WoolPoll to deliver R&D and marketing Voting will be by post, email, fax or online
rates in order of preference. services for the Australian wool industry. – as per the instructions that will be sent
The levy rate that receives the with the voting papers.
highest number of votes will be paid by Who can vote? Friday 5 November: Voting closes at 5pm
all woolgrowers for the next three years If you have paid $100 or more in wool levies (AEDT).
(2022/23 – 2024/25). The levy rate takes effect over the past three financial years, you are 19 November: The WoolPoll result will
from 1 July 2022. eligible to vote in WoolPoll. For each $100 be announced at AWI’s Annual General
In the 2020 WoolPoll Review, it was of levy paid, you are entitled to one vote. Meeting. The levy rate takes effect from
suggested that an additional question be put Your voting entitlement is determined from 1 July 2022.
forward to levy payers, for the 3-yearly cycle records of your wool sales.
Have your say on the
wool levy rate
Chairman of the WoolPoll Panel, Steven of enormous change and opportunity for
Bolt, is a woolgrower from Corrigin, the Australian wool industry. I think the
WA. He is principal of Claypans Merino outlook for the wool industry is really
stud and a Director of The Livestock positive,” Mr Bolt said.
Collective.
“WoolPoll 2021 is the opportunity for
“We’re predominantly a mixed farming woolgrowers to vote on what levy rate
operation here, so we run our Merino they want for the next three years for
operation 50-50 with our cropping our industry. Your levy choice will help
operation. I’ve grown up with a real determine the level of investment within
passion for the sheep and wool industry. key areas such as market development,
I’m a third-generation sheep producer on-farm research, education
and looking forward to continue for a and training.
long time to come,” Mr Bolt said.
As Chairman of the 2021 WoolPoll Panel, “It is vitally important for all woolgrowers
Mr Bolt has been leading the efforts to – no matter where you live – to cast your
get a strong turn out by growers when vote for the levy rate you want to pay.”
voting gets under way on 13 September.
Steven Bolt, Chairman of Steven Bolt,
the WoolPoll Panel. “It is an honour and a privilege to be WoolPoll Panel Chairman
Chairman of the WoolPoll panel at a time
UPFRONT 5
Independent
AWI
Review of
recommends Performance
2% levy Recognising the significant challenges faced by
The Board of AWI is recommending AWI and the wool industry during the past three
woolgrowers vote for a 2% levy in years, a recent independent review of AWI’s
the upcoming WoolPoll. performance concluded that “AWI’s performance
AWI Chairman Jock Laurie says has been appropriate” and the company “has
an increased levy from the current shown notable improvement”.
1.5% will deliver more industrywide
investment that benefits all
Australian woolgrowers.
“Our industry has opportunities
A WI has welcomed its most recent
independent review of performance by
Accenture Strategy. The key achievements
Mr McCullough commented: “For
woolgrowers, the report means that their
company, AWI, is being rigorously evaluated
but also many challenges and
highlighted in the report included every three years, so opportunities for AWI
that’s why we need the extra
demonstrated strength in AWI’s marketing, to do better can be identified and addressed.
investment. Without an increase
as well as its significant flexibility in “As well as being complimentary
in the wool levy, good projects that
pivoting to digital campaigns through on many things that AWI does, the most
help growers will not be acted on
COVID-19; and the improvement in AWI recent report also highlighted AWI’s positive
or delivered as quickly. It would be
Board and organisational culture, being more response to the previous (2018) review
like fighting with one hand behind
positive, constructive and collaborative. of performance.
our back,” he said.
“We appreciate having a regular review “In contrast to the 2018 review’s 509-
by an independent company because the page report containing 82 recommendations,
resulting report assists AWI to refine its this year’s review has resulted in a 60-page
processes and approach to deliver long-term report containing 14 recommendations.
profitability for Australian woolgrowers,” While we will address these new
AWI CEO Stuart McCullough said. recommendations expeditiously, the
The most recent review of recommendations in the latest review are a
performance was carried out by professional demonstration of both how seriously we’ve
More information services company Accenture Strategy, with considered these reviews and, importantly,
www.woolpoll.com.au its report (available now on the AWI website) how far AWI has come in improving its
completed in August. A summary of the performance.”
report, also prepared by Accenture, will be This review was the first review
sent to woolgrowers with their WoolPoll against five new Performance Principles
Voter Information Kit. contained in AWI’s new ten-year SFA
AWI’s Statutory Funding Agreement that was agreed in October 2020 – those
(SFA) with the Federal Government allows it five Performance Principles relate to:
to request AWI, every three years, to undergo (1) stakeholder engagement; (2) research,
an independent review of its performance development & extension (including
and make the results available to its marketing); (3) collaboration; (4) governance;
stakeholders. Such an independent review of and (5) monitoring & evaluation.
performance is a normal part of the WoolPoll Overall, Accenture’s evaluation is
The 2021 WoolPoll Panel members are:
cycle that AWI undertakes every three that AWI’s performance is meeting or part
• Steven Bolt, Panel Chair
years to inform woolgrowers prior to the meeting most of the performance principles.
• Jo Hall
WoolPoll vote. In terms of areas for improvement, the
• Kate McBride
The report noted the “significant report identified a need for AWI to clarify its
• Dianna Martin
external and internal challenges that have strategic focus, and opportunities for AWI to
• John Murdoch
affected the wool industry and AWI over improve its engagement with stakeholders.
• Daniel Rogers
the last three years”, including COVID-19 “Although Accenture’s assessment
• Mark Waters
as a major interruption to marketing and of AWI was broadly positive, a key task for
• Michael Wright
consumer purchasing and the significant them was to identify any things we can
• Don Macdonald, AWI Board
reduction in AWI’s budget. do better as a business. That’s what they
• Christopher Dobbie, Department
In summary, the report concluded: have done – and I assure woolgrowers
of Agriculture, Water and the
“Given this difficult context, AWI has shown that these opportunities for improvement
Environment
notable improvement in its performance. will be looked at closely and addressed,”
AWI has achieved several significant Mr McCullough added.
“The Panel’s role is to encourage all
objectives with further improvement
growers to have their say,” Mr Bolt said.
possible. Overall, results from activities, More information
Contact details of the WoolPoll surveys of levy payers and interviews The full report and a summary report are
panel members are available at with AWI staff suggest that despite the available at www.wool.com/statutory-
www.woolpoll.com.au difficult backdrop, AWI’s performance has obligations
been appropriate.”
6 UPFRONT
AWI consultation
with woolgrower
representative bodies
A new method for AWI to consult with woolgrower representative bodies was
developed with industry endorsement and rolled out in 2019. Here we outline the
two consultation forums and the work that they undertake.
A WI believes to be effective, accountable
and productive, good consultation
is essential.
Chair of the WICP, Lyndsey Douglas
Agricultural communications specialist
A crucial component of AWI’s Lyndsey Douglas has been the
consultation with industry is with independent chair of the WICP since
woolgrower representative bodies. The new July 2020. Beyond the Bale asked Lyndsey
model for consultation that was rolled out about the work of the consultation forums.
in 2019 enables AWI to find out the key R&D
What have been some of the key issues
and marketing priorities of these bodies and
raised by woolgrower organisations?
the woolgrowers that they represent, while
also providing them with information on There’s a mix of macroeconomic issues
AWI activities and performance. discussed, as well as localised on-farm
In developing the new consultation challenges, ideas and suggestions, and
model, AWI sought to ensure that it was plenty of feedback from woolgrowers
inclusive of more groups, to bring feedback for AWI on projects or initiatives it has
from the varied regional and organisational invested in, based on how woolgrowers
perspectives, while ensuring there was a core value those projects.
Have the forums been successful?
group that AWI could engage more regularly
Leading up to our August meeting, panel
with on more specific issues. Success for the WICP is achieved when AWI
members conveyed the concerns of
There are two key forums through clearly hears the opinions and feedback of
woolgrowers with regard to a range of
which AWI formally consults and engages a robust cross-section of regions, sectors,
issues, from the impact of the ongoing
with woolgrower representative groups. studs, commercial producers, fine wool,
shortage of shearing contractors
broad wools and so on that make up the
AWI Woolgrower Industry through to the rating of wool under
industry. Those opinions shape marketing,
the European Commission’s Product
Consultation Panel Environmental Footprint system.
research and development decisions for
The AWI Woolgrower Industry Consultation the future of the wool industry.
Panel (WICP) comprises a core group of The meetings are a direct forum for
We’re constantly reviewing and
members from the following seven national questions to be asked and answered.
improving the efficiency of the forums.
woolgrower organisations: Topics, issues and feedback can be
1. Australian Association of Stud raised prior to or during meetings How would you characterise the forums?
Merino Breeders and both AWI Board and senior staff
Consensus isn’t necessarily the aim
2. Australian Superfine Wool are present to respond, as well as the
of these meetings. It’s about open,
Growers’ Association Department of Agriculture.
constructive and diverse input on the
3. Australian Wool Growers Association Has AWI’s provision of information issues that affect woolgrowers today and
4. WoolProducers Australia about AWI activities to the forums into the future, as well as feedback on
5. Pastoralists & Graziers Association been well received? what woolgrowers believe should be the
(PGA) – Western Australia focus of the industry RDC.
6. Broad wool representative AWI supplies the panel with a
7. Commercial Merino Ewe Competitions comprehensive business unit update The meetings are part information
Association. on a range of topics and this has been sharing, part debate, part idea generation
The WICP also includes representatives well received. It covers market analytics, but at the heart of it all is a cross
from the Department of Agriculture, Water on-farm initiatives, process innovation, section of individuals who – despite
and the Environment (DAWE) and the AWI education extension, traceability, WoolQ, their differences of opinion and their
Board, and is led by an independent chair. emerging markets, fibre science, leaning towards a particular region or
The purpose of this forum is to ensure extension networks, shearing, marketing, sector – all want to create and maintain a
a clear two-way consultation between AWI and communications, for example. prosperous and sustainable wool industry.
and organisational representatives through
to woolgrowers. WICP meetings were held
four times during the 2020/21 financial year. The WCG meets at least once a plan for woolgrowers – Wool 2030. In doing
year to coincide with key dates in AWI’s so, the WCG was joined in 2020 by next
AWI Woolgrower planning cycle, enabling industry feedback generation representatives.
Consultation Group to be considered in the company’s decision-
The second forum, the AWI Woolgrower making. However, in 2020 the WCG met more More information
Consultation Group (WCG) is a broader frequently (some online due to the current Woolgrowers wanting to provide feedback
group comprising 28 representatives of state COVID-19 social distancing guidelines) through the WICP or WCG are encouraged
and regional production-based woolgrower because the WCG was the principal oversight to contact their member organisation.
groups, as well as the members of the WICP. body for delivering the 10-year strategic www.wool.com/consultation
OFF 7
FARM
Royal Australian Navy (above), Royal Australian
Air Force (left) and Australian Army (below)
personnel wearing their General Duty dress
containing Australian Merino wool.
Australian
Defence Force
dressed in wool
by Farage
All female personnel in the Australian Defence Force (ADF)
have an entitlement to wear a wool blend General Duty
dress produced by Australian clothing brand and Woolmark
licensee Farage.
A ustralian wool is contained in the new
General Duty dress now being worn by
female personnel in all three services of the
Farage, said it was important to produce a
dress for the ADF that was durable, practical
and comfortable.
Farage was founded in Sydney in
1998 by Joe and his wife Katy, producing
contemporary and modern tailoring,
ADF: the Royal Australian Navy, Australian “We worked with AWI’s subsidiary The with a focus on heritage, provenance
Army, and Royal Australian Air Force. It Woolmark Company on a wool blend fabric and authenticity. The brand has gained a
is a completely new item of (non-combat) comprising 40% wool along with polyester reputation for its quality and craftsmanship
clothing for the ADF, providing female and nylon, plus a little bit of elastane to give and continues to attract a growing number
personnel with the option of wearing a it that extra stretch. It is a very beautiful yet of loyal customers from across Australia.
tailored dress to present a contemporary robust fabric that is fit for purpose,” Joe said. It has a flagship store on Sydney’s
and stylish appearance. “All of the wool in the dresses is prestigious Martin Place and a store in
Renowned Australian brand Farage Australian wool, with the initial 9,000 the heritage-listed Strand Arcade on Pitt
was contracted by the ADF in 2019 for the garments manufactured onshore here in Street. However, most of the company’s
design and production of several corporate Australia, so the garments are very much retailing is via the brand’s online store at
garments, in particular the General Australian, which is very suitable given www.farage.com.au. Online sales continue
Duty dress. that they are being worn by the Australian to grow significantly, especially since the
Farage had previously designed and Defence Force.” COVID pandemic.
produced uniforms for the flight crew of The dress has been certified by The Uniforms are an important part of
the Air Force’s 33/34 Squadron, a dedicated Woolmark Company and carries the ‘Wool the business. As well as supplying the ADF,
fleet servicing our top ministers and blend performance’ logo. It is a short-sleeved, Farage designs and produces uniforms for
international delegates. scoop-necked and knee-length dress that has large and small companies; the brand has
Following successful trials of the been produced in brown for the Army, black also been the official tailor to AFL team the
General Duty dress early last year by ADF for the Navy and blue for the Air Force. Sydney Swans for the past decade.
personnel, from across a variety of ranks, Farage has also produced a trench coat,
the garments commenced being issued to for men and women, which has been issued More information
female personnel in October. to some of the personnel in the Navy and www.farage.com.au
Founder and Director of Farage, Joe Air Force.
8 OFF
FARM
Andy Murray
takes Merino
wool to
Centre Court,
Andy Murray competing in
wool at Wimbledon, in June.
PHOTO Clive Brunskill
Wimbledon
Andy Murray competed at Wimbledon this year in a wool, primarily from Australia, provides
Merino wool blend kit, developed in collaboration with next to skin comfort and unparalleled
natural performance.
British sportswear brand Castore and The Woolmark “Wool is really starting to make
Company, which is available for tennis fans across a comeback in performance sportwear.
the world to purchase. Although leading manufacturers and
brands in this sector are already promoting
the natural benefits of Merino wool as a
I t was “Advantage Murray” at Wimbledon
this year, due to the tennis icon wearing
high-performance tennis apparel
“It is a reflection of the increased
awareness of Merino wool’s benefits at this
elite level that Castore and Andy Murray
performance fibre, we believe there is still
further significant potential for the fibre in
this sector, such as for tennis,” Stuart said.
containing Merino wool to enhance approached The Woolmark Company for Merino wool is the world’s original
athletic performance. support in developing the collection. This performance fibre. No other fibre can match
The apparel is part of a new tennis partnership presented a great opportunity to all of its natural benefits with exceptional
collection from AMC, a premium tennis develop a high-performance tennis product breathability, thermoregulation and supreme
clothing brand created by Andy Murray and also for marketing Merino wool’s softness next to the skin, helping tennis
and British high-performance sports brand technical and environmental benefits.
Castore. The collection – the AMC X Woolmark “Our involvement in the project has not
Merino Performance collection, which only resulted in buoyant consumer purchasing The AMC X Woolmark Merino Performance
collection has been certified by The Woolmark
comprises elite playing kit, training kit and of this particular wool-rich collection, but it Company to ensure its durability, performance and
hoodie – was developed in collaboration with has also increased the public’s awareness of quality. Pictured is the T-shirt from the collection.
AWI subsidiary The Woolmark Company. Merino wool’s applications
“I’ve been testing the kit for a few and benefits in high-
months now and am really happy with how performance sportswear,
it feels and performs,” said Andy just prior to which should further
the tournament. increase demand for the
“I work closely with the designers on fibre in future.”
every piece and give regular feedback; for me,
the technical performance is vital. It’s also Wool returns
very important the kit is sustainable and I an ace
like the fact it looks and feels a bit different.” This is the first time in
Andy wore the Merino wool garments the modern tennis era
during his training for Wimbledon and for that such a major player
all his matches during the 2021 tournament. as Andy Murray has worn
The collection was launched globally to wool at the Wimbledon
coincide with the tournament, which started Championships.
on 28 June. While wool was once
“The launch of this innovative kit common in sporting attire
elevates Merino wool to an entirely new in the early days of tennis,
level of performance on a global stage and the emergence of synthetic
demonstrates that Merino wool garments fibres saw a decline in
are both stylish and suited for use in an the use of wool and other
elite sporting environment and in the natural fibres. However, the development Billboards around
most intense conditions,” said AWI CEO of new manufacturing techniques combined London were
Stuart McCullough. with the emergence of superfine Merino seen during the
tournament.
OFF 9
FARM
players keep cool and comfortable on Andy Murray, wearing a special version of the
hoodie with the word Woolmark prominently on
court. The fibre’s excellent natural the front, at the Wimbledon pre-tournament
elasticity is ideal for stretching and press conference on 26 June.
the natural odour resistance abilities
ensures players stay feeling fresher
for longer.
As well as its partnership with Andy
Aside from its supreme
Murray, Castore also has partnerships with
performance attributes, wool is a
the McLaren Formula 1 team, the West
100% natural, biodegradable and
Indies cricket team, Scottish football club
renewable fibre, making it the
Rangers, English Premier League football
perfect choice for those seeking
clubs Newcastle United and Wolverhampton
clothing that has a minimal impact
Wanderers, the London-based Saracens
on the environment.
rugby club and the Bahrain Victorious
The AMC X Woolmark road cycling team. In Australia, Castore has
partnerships with the West Coast Eagles
Merino Performance Print and digital advertising that AFL team and the Sydney Roosters and
collection featured the collection was placed on Melbourne Storm NRL teams.
The AMC X Woolmark Merino Performance billboards located around the Wimbledon
collection comprises five wool-blend circular area of London, targeting tennis fans More information
knit garments: a polo shirt, shorts, T-shirt, travelling to the tournament. www.woolmark.com/
long sleeve ¼ zip and a hoodie. andymurray
During the development of the AMC and Castore www.castore.com/amc
collection, Castore and The Woolmark AMC is a premium tennis clothing brand,
Company, and Andy Murray himself, tested created by Andy Murray and Castore.
the fabrics for high performance attributes, Castore was founded in 2015 and has set
such as breathability and moisture out ambitious plans to take on global
management, to ensure a comfortable and sportswear giants. The company operates a
high performing kit for the athlete. digital, direct-to-consumer business model
The fabrics have been tested according that has allowed it to grow extremely rapidly
to strict Woolmark quality specifications and since launch and avoid the challenges
have been produced through a Woolmark facing many traditional brick and mortar
licensed supply chain. The products also brands. It now sells into more than 90
comply with Castore’s high-performance countries globally.
product criteria.
The collection is available to purchase
(shipping worldwide) via the Castore website
at www.castore.com/amc. The collection
is also available through retail partners
including Selfridges, Mr Porter and Flannels.
Marketing
As well as being showcased to a global
audience during Andy’s on-court matches
and interviews at Wimbledon, the collection
was featured on the home pages of the
Castore and Woolmark.com websites, their
social media channels, and the social media
channels of Andy Murray and other Castore
ambassadors such as England cricketer Jos
Buttler, British Olympic swimming champion
Adam Peaty, and England and Manchester
United footballing legend Gary Neville.
Andy Murray, wearing the
An editorial campaign resulted in wool blend long sleeve
coverage in many UK newspapers – from ¼ zip and shorts from the
the Daily Telegraph to The Sun – as well as AMC X Woolmark Merino
Performance collection, in a
consumer magazines such as GQ and textile promotional photo from the
industry trade titles. In total, the earned marketing campaign.
print, web and social coverage reached a
quarter of a billion people.
Earned editorial reach
250 million
10 OFF
FARM
Wool’s
eco rating
challenge
in the EU
FAST FACTS
• By 2023, products for sale in the
European Union (EU) could be
required to include a label that
provides consumers with the
EU’s assessment of a product’s
environmental credentials.
• While this is a good initiative,
the proposed EU methodology is
flawed and needs revising so that
wool (and other natural fibres)
are on a level playing field with
synthetic fibres.
AWI is working to ensure that European Union (EU) • AWI is providing solutions to the
European Commission to help
policy makers rate wool’s environmental credentials ensure an accurate rating for
appropriately in its Product Environmental Footprinting products containing wool.
(PEF) methodology, to prevent the introduction of a poor
environmental score for wool on clothing labels across
this very important market for Australian wool.
T he European Union (EU) is putting
policies in place to introduce EU
environmental labelling on consumer
most influential market-facing reporting
system for environmental credentials,
with other markets across the world
• Fossil fuels (from which synthetic fibres
are derived) are considered ‘sustainable’
sources for textile fibres, while natural
products, including apparel products, potentially adopting similar initiatives in fibres (such as wool) are rated as less
possibly as soon as 2023. This is being done their jurisdictions. sustainable than synthetic fibres.
in an effort to guide consumers towards Discussion regarding the proposed • Renewable material sources (such as
choosing the most sustainable products. PEF methodologies is ongoing, but it is wool) are not rewarded, while non-
Although the wool industry expected that legislation will be put to the renewable sources (synthetic fibres) are
supports the intent behind the EU initiative, European Parliament to vote on by the end not penalised.
known as the Product Environmental of 2021. Labelling of textiles using the PEF • Biodegradable fibres (such as wool) do
Footprinting (PEF) project, the industry methodology is anticipated to roll out in 2023. not receive any positive scoring, and fossil
faces a major problem because the initiative fuel-based fibres (synthetic fibres) receive
in its current form will, counterintuitively,
What are the flaws no penalties for not being biodegradable.
score wool and other natural fibre in the current PEF • Microplastic pollution from synthetic
products poorly. methodology? materials does not carry any negative
“Wool is natural, renewable and Whilst the EU’s PEF project has positive scoring.
biodegradable and therefore should be well intent, the methodology remains immature • Natural fibres (such as wool) are
placed to take advantage of the increasing and doesn’t yet provide the full picture about negatively scored by including the impacts
consumer demand for more earth-friendly a textile product’s sustainability. of forming the fibre on farm (land, water,
products. But if the EU continues with the PEF is built on lifecycle assessment GHG emissions etc), while fossil fuel-
current PEF methodologies, products made (LCA) methodology which focuses on based fibres (synthetic fibres) receive no
from wool and other natural fibres are at measuring the harmful impacts of a product penalties for the formation of crude oil.
significant risk of being rated by the EU but makes no attempt to account for Furthermore, there are major
poorly compared to synthetics,” warned positive impacts. inconsistencies between the PEF and the
AWI CEO Stuart McCullough. “Consequently, the facts that wool EU’s other key environmental initiatives
“This would result in a decline in is renewable and can be grown again each such as its Circular Economy Action Plan
demand for wool products in the EU year, and that at the end of its life wool is (CEAP). The European Commission rightly
because brands and consumers will look fully biodegradable, releasing its nutrients sees product circularity as a solution to
for alternative fibre options that have more back to the soil for use again, are not scored wasteful processes like fast fashion, but
positive ratings.” positively by the EU,” Stuart said. PEF methodology has not been updated to
This is especially important for the “In addition to ignoring the positives reward the inherently circular attributes of
Australian wool industry because the of natural fibres, PEF methodology currently natural fibres, including renewability and
EU currently consumes about a quarter overlooks some of the key negatives of biodegradability.
of all Australian wool. Furthermore, synthetics – for example, it fails to account “PEF labelling arising from the current
due to the EU being the driving force of for the negative impacts of microplastics.” process is not reliable and will therefore
environmental footprinting, it is anticipated In summary, the EU’s proposed PEF severely inhibit the laudable intent of the
that the PEF project will become the labelling currently show: EU’s own CEAP. By following its currentOFF 11
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Devold’s reversable
base-layers
With a focus on sustainability, Woolmark licensee Devold of
Norway last month launched a range of Merino wool base-
layers that have no inside or outside, just different sides. Turn
the garment ‘inside out’ and you get a totally new garment.
D evold of Norway was founded in
1853, based on the idea of protecting
people against the elements. The company
still have all the same benefits of the wool
fibre, such as temperature regulation,
breathability, elasticity and odour resistance.
has worked with wool – a 100% natural, Developed for cold and harsh weather,
renewable and biodegradable fibre – and ideal for skiing, the super-soft fabric
throughout its 168-year history and contains microscopic air pockets that provide
today produces apparel for sports and optimal insulation.
outdoor enthusiasts. Named after Kvitegga, a mountain
The company has designed a new peak in the Sunnmøre Alps near where the
range of Merino wool base-layers, with Devold head office is still located, the base-
each garment being able to be used on layer range is made from 18.7-micron Merino
both of its sides, which reduces the need wool. The range is available in men and
for extra garments. The two-in-one women versions and comprises tops, long
function also provides the option to johns and headwear.
pack smart, reduce weight and limit the Kvitegga was a finalist in the
path, the EU risks not achieving its
number of washes. prestigious Scandinavian Outdoor Award
objective of a climate neutral, circular EU
for the Autumn/Winter 2021/22 season.
economy by 2050,” Stuart said. The base-layers are knitted in three
The range is available now in stores and
“Although current PEF methodologies col/thread jacquard patterns so that the
via the Devold online shop at devold.com.
are a threat to wool, if the methodologies two sides of the fabric look completely
are correctly rectified, they could provide different – there are several different
significant opportunities for wool.” patterns in the range – but the garments
What is AWI doing
to improve wool’s
PEF rating?
AWI has been actively participating in the
PEF process, advocating for robust science
to underpin the PEF’s rating methods.
“It is important to secure a level-
playing field for wool by ensuring PEF
textile rules and methodologies encompass
all the environmental credentials of natural
fibres and allow consumers to make a fair
and informed choice,” Stuart said.
“On behalf of Australian
woolgrowers, AWI is working with the
International Wool Textile Organisation
(IWTO) to raise awareness of concerns with
the PEF methodology and influence EU
policy and decision makers to defer the use
of the PEF methodology on apparel labelling The reversable base-layers in Devold’s new
until its limitations have been addressed.” Kvitegga range for men and women enable
you to have to two different designs to wear
To amplify its campaigning, a in the one Merino wool garment.
coalition of like-minded partners from
global natural fibre organisations, NGOs
and others have joined forces to influence
EU policy makers about the need to
improve PEF methodology and to influence
policy and legislative development.
Stuart said AWI is engaging with the
European Commission at the highest levels
and is providing the scientific evidence to
address the PEF methodological limitations.
“Our initial meetings with
European Commission officials have been
constructive, and a solutions-focused
review of the PEF has been provided by
AWI as follow up,” Stuart added. 12 OFF
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“Buy better, buy wool”
This year’s Wool Week in Australia campaign from AWI helped educate consumers
that “not all clothes are created equal”, urging them to buy better by choosing clothes
made from wool, the original eco fibre.
P romoting the natural, renewable and
biodegradable properties of wool is
an important element in most of AWI’s
Campaign drives
wool purchases
Many other commercially available
wool garments and products located on
the Woolmark.com shop page were also
marketing of Australian wool. However, Key messages and imagery from the featured on the special campaign hub page,
this year’s Wool Week campaign in campaign were located on a campaign driving traffic to even more online stores
Australia really pushed that message home, hub page on the Woolmark.com website. containing wool products that consumers
comparing these positive characteristics In addition to raising awareness of wool’s could purchase.
with the negative, polluting attributes of positive eco-credentials, an important An email and social media campaign
synthetic fibres. element of the hub page was to drive from The Woolmark Company directed
Wool Week is an annual initiative purchases of wool products at retail. consumers to the hub page. The Woolmark
of AWI and its subsidiary The Woolmark Specially photographed wool Company has more than 756,000 followers
Company. It arose from the global Campaign garments from brand partners were featured globally on Facebook and 86,000 followers
for Wool that aims to educate consumers on the hub page with links pointing to the globally on Instagram. Six high profile
about the natural benefits of wool and brands’ online stores at which consumers ‘influencers’, with a total following of more
increase sales of wool product. could purchase the products. The than 300,000 on Instagram, were engaged to
“The theme of the campaign this year brands featured included: Country Road, amplify the campaign by posting items on their
was that clothes made from wool are better Sportscraft, R.M. Williams, Oroton, Assembly social media channels about the benefits of
for the environment than clothes made from Label, Arnsdorf, Jacinta James, McIntyre wool and drive consumers to the hub page.
synthetic fibres, which are derived from Merino, Wah-Wah, ioMerino, Nagnata, The campaign achieved 5.7 million
fossil fuels and crude oil,” said AWI CEO Humphrey Law, Lindner Quality Socks, impressions, which was above target.
Stuart McCullough. Helen Kaminski and Seljak. A poster campaign was also run in
Using simple Melbourne, Canberra and
but clever imagery of Newcastle which featured
mocked-up clothing tags the educational wool care
on wool garments, the labels and a QR code to
Wool Week ‘Ready to Care’ the Woolmark.com hub.
campaign highlighted The poster campaign
the negative impacts had a reach of 3.6 million
on the environment people.
that clothes made from
synthetic fibres have, in More information
comparison to clothes www.woolmark.com/
made from wool. Facts buybetter
used on the wool clothing
tag imagery included:
• “I won’t harm our
ocean life because I’m
made of Merino wool”
• “I’ll last a lifetime
because I’m made with
Merino wool”
• “You’d be wearing
plastic if I was
polyester”
The fact that
wool is a natural fibre
produced responsibly by
Australian woolgrowers
was another element
of the campaign, with
video clips of Australian Clever campaign imagery
woolgrowers showcasing the environmental of mocked-up clothing
credentials of their on-farm practices. tags on wool garments
emphasised the benefits
With most farms in Australia family for the environment of wool
owned and operated, it was emphasised that compared to synthetics.
Australian woolgrowers are always thinking
about their family’s next generation and how
to preserve their property’s natural resources
in the long-term. The Woolmark Company (left) and influencers (right) posted images
on social media of wool apparel alongside comments advocating
the natural benefits and eco-credentials of wool.OFF 13
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Natural dyes for Natural dyes…
a natural fibre
• are created from renewable
and natural sources.
• are biodegradable in land
and marine environments.
As fashion and textile brands focus more and more on the
eco-credentials of their products, there has been renewed • provide a superior natural
interest in natural dyes, which is good news for wool as aesthetic and look.
the fibre works well with natural dyes.
E vidence of textile dyeing dates back
thousands of years to ancient Egypt and
beyond. Virtually all dyes were derived from
natural materials until the mid-nineteenth
century when the large-scale use of natural
dyes declined due to the invention and
widespread availability of synthetic dyes.
However, the demand for natural
dyes in the fashion and textile industries is
experiencing a resurgence.
Natural dyes are extracted from
natural materials such as plants, minerals
and even shells and insects.
Plant-based natural dyes include woad,
indigo, saffron and madder. Invertebrate
natural dyes include Tyrian purple, cochineal
Woolmark licensee Tintoria di 2020 International Woolmark Prize
and crimson kermes. Other naturally
Quarenga, located at Biella in Italy, has winner Richard Malone, in addition to
occurring dyestuff alternatives include
created a natural dyeing process called several other recent finalists including
bacteria derived dyestuff and bi-product
NATURALE® that uses more than 200 2021 winner Matty Bovan, used natural
dyes (such as dyes from food waste).
natural ingredients – such as flowers, dyes in their wool collections. In
Natural fibres such as wool absorb
leaves, berries and roots – to create Richard Malone’s winning collection,
natural dyes better than synthetic textile
a wide range of colours and shades extracts have been taken from the
fibres. The dyes have been proven to work
suitable for dyeing wool and other vembadam plant to produce a lilac
well with wool textiles to produce a superior
natural fibres. The wool products colour, sky blue is achieved from the
natural aesthetic quality and look.
manufactured using the dyeing clitoria plant, marigold and myrobalan
Some dye manufacturers are successfully
process have been rigorously tested was used to complement the colour
producing natural dyes in a commercially
for quality and approved under the from the karungali plant and the
usable form at an industrial scale.
Woolmark Certification Program. In wedlia plant produced luscious greens
Fabric and yarn dyed with natural
addition to having its own collection of for the collection.
dyes are contained in the latest edition of
natural dyed yarns, the company can
The Wool Lab Digital sourcing guide at
dye its customers’ own fibre, top and
www.woolmark.com/thewoollab – view the
yarn using the NATURALE® process.
‘Living’ theme.
www.tintoriadiquaregna.it
More information
www.woolmark.com/naturaldyes
Or no dye at all!
Melbourne-based knitwear brand
McIntyre recently launched a new Items in the latest collection of
collection, known as RAW, made from Australian knitwear brand Wolfgang
untreated wool of black and brown Scout are available undyed in the
sheep from several Australian farms. wool’s natural colour. Wolfgang Scout
The wool was then blended together uses 100% Australian superfine
to achieve an ‘Expresso’ coloured Merino wool yarn sourced from
yarn, which is Woolmark-certified. the Finnigan familys’ Kia Ora Merino
No chemicals are used in the whole property at Winslow in Victoria. The
process, leaving the jumper with its rest of the brand’s knitwear range
natural lanoline smell and hand feel. is responsibly dyed using non-
hazardous, non-chrome, low impact
www.mcintyremerino.com/collections/ dyes with minimal water wastage.
raw-collection
www.wolfgangscout.com14 OFF
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The Hedrena brand, which specialises in 100%
Australian Merino wool, is now owned by iconic
Australian retailer Fella Hamilton and the
Hedrena garments are available to purchase
at all Fella Hamilton stores across Australia
and online. Pictured left, the man is wearing a
short sleeve crew neck tee, while the woman
is wearing a long sleeve zip polo and interlock
roam relaxed fit pant – all made from 100%
Australian Merino wool.
Australian wool and
Australian made
Taking ownership of Hedrena last year, and
proud of its Australian-made heritage, Fella
Hamilton recently brought the production of
its Hedrena garments back to Australia.
“Not only is the fabric produced
using wool from Australian Merino sheep,
but all the garments are designed by us in
Melbourne and are locally manufactured
exclusively for us right here in Australia,”
said Managing Director and son of Fella
Hamilton, David Hamilton.
“We are very proud to be supporting
Hedrena’s
local farmers using 100% Australian
Merino wool.
“The benefits of wool for comfort and
Aussie wool
style through both warm and cool months
have meant we can sell the products all year
round. The yarn is dyed in seasonal colours
to fit back in with the rest of our range.
apparel at
“We sell a wide variety of tops from
singlets and tees to cardigans and skivvies.
Hedrena has even allowed us to venture into
Fella Hamilton
Merino wool pants, sleepwear, intimates and
menswear.”
Connecting consumers
with woolgrowers
Hedrena products continue to use high-
quality Australian Merino wool that its
customers know and love. The wool is
now sourced from wool-growing clients of
AWN through AWN’s DNA (Direct Network
Advantage) Provenance program.
Each Hedrena garment carries a QR code-
enabled DNA swing ticket. When scanned,
Made using 100% Australian Merino wool, the the QR code allows Hedrena customers to
view a short video from one of the regions
Woolmark-certified garments in Fella Hamilton’s from where wool for Hedrena was sourced,
Hedrena collection showcase quality, style and a showcasing a unique Australian wool
distinctive Australian wool provenance story. provenance story.
“The DNA program offered by AWN
F ounded in 1992 by woolgrowers Hedley
and Irena Earl on their superfine wool-
growing property near Geelong, Hedrena’s
Merino wool apparel. Hedrena products
are Woolmark-licensed and stocked in Fella
Hamilton’s 31 stores Australia wide, as well as
has given us that extra ability to share
important information with our customers.
Having a great Australian story that they
roots are strongly embedded in the world of through its mail order and online store. can follow is emotive and gives us pride in
Merino wool production. Hedrena’s founders Itself celebrating 52 years in Australian our offer,” David said.
pioneered the next to skin base-layer market fashion, the Melbourne-based and family- “In a world of synthetic fashion,
for Merino wool making beautiful soft, pure run Fella Hamilton business, named after the we provide our customers with a natural,
wool garments that are made to last. brand’s founder, has grown from a wholesale sustainable clothing choice.”
Nearly 30 years later, the Hedrena business, supplying garments to the leading
brand is owned by iconic Australian department stores of the day, to become one More information
retailer Fella Hamilton and still provides of Australia’s most iconic and successful www.fellahamilton.com.au/hedrena
women with high quality 100% Australian fashion brands. www.awn.net/dnaOFF 15
FARM
Custom tailoring certified Australian Merino wool suiting
fabrics to choose from, ranging from Super
made easy
110s to Super 180s.”
Shop online or at
a showroom
with InStitchu Customers can order garments online from
the comfort of their own home, with two
straight forward options. Firstly, they can
select a product and then customise it (with
www.InStitchu.com is an Australian tailoring brand that offers the ability to choose all the details including
its customers customisable, made-to-measure apparel, the type of lapels, buttons, pockets, closure,
monogramming and more); or secondly, if
including men’s and women’s suits and casualwear crafted the customer knows exactly what they want
from Woolmark-certified Australian Merino wool. then they can design a garment from scratch
using their online design tool.
C o-founded by James Wakefield and
Robin McGowan in 2012, InStitchu
(www.InStitchu.com) is an innovative
While InStitchu was initially launched
as a men’s custom, made-to-measure suiting
Alternatively, customers can visit one
of InStitchu’s 13 showrooms across Australia
brand, it last year expanded its range into (there is also one in New York), where the
suiting brand that bridges the gap between women’s custom, made-to-measure suiting customer is measured by an expert stylist,
old world tailoring traditions and the and has recently launched a customisable, can peruse hundreds of premium fabrics and
modern digital retail landscape, offering casual offering for men. customisation options as they design their
a luxury experience and products at an garment(s) down to the detail – all with a
affordable price (men’s and women’s custom, Premium Merino whisky or champagne in hand.
tailored suits from $599). wool fabrics The order is then sent to InStitchu’s
The brand provides customers with Using only premium, natural fibres, all the tailoring partner in China where the fabric
the ability to design and customise their own wool fabrics used by InStitchu are 100% is laser cut to the customer’s specific design
garments from anywhere in the world in Australian Merino wool, certified by The and measurements and constructed by one
minutes using their simple online design tool Woolmark Company. of its expert tailors.
on the InStitchu website, or alternatively in “Nothing comes close to wool as a “Everything we make is crafted to
person at one of their 13 luxury showrooms premium suiting fabric, particularly if it’s the customer’s precise measurements and
across Australia. 100% Australian Merino wool,” said InStitchu design,” said InStitchu Co-Founder Robin
Every InStitchu garment is made Co-Founder James Wakefield. McGowan. “With a combination of the best
from scratch by their expert tailors to the “All of InStitchu’s suit fabrics are fabrics in the world, leading technology,
customer’s exact measurements and design, Woolmark certified, meaning that they have and premium customer service, we provide
and is delivered to been certified through rigorous Woolmark our customers with great value and high-
the customer’s door testing to ensure the highest quality. quality garments such as 100% Australian
in just 3-4 weeks. InStitchu has hundreds of Woolmark- Merino wool suits, jackets, trousers coats
and casualwear.”
Every InStitchu order (whether placed
The InStitchu online design tool enables customers to
design a garment from scratch online or choose a product online or in a showroom) comes with the
and customise it online to their own specifications. brand’s Perfect Fit Guarantee – whereby
InStitchu will cover customer alterations
or remake their garments if they don’t fit
perfectly, free of charge.
The recent addition of a
more casual offering
The InStitchu brand has recently introduced
a selection of more casual, customisable
garments for men.
“This is a reflection of the
casualisation of the workforce and new
demand for customisable, made to measure
casualwear,” Robin said.
“Our Autumn/Winter 2021
collection includes wool sweaters,
customisable wool overcoats, jackets
and vests and our Australian
Merino wool customisable suits,
jackets and trousers – perfect
for work (at home or in the office)
and play.
“The collection, which is titled ‘Lay
Of The Land’ is rich in Merino wool, and a
celebration of our Australian landscape, our
This InStitchu turtleneck sweater worn under a farmers, and the different lives we all lead. It
custom, made-to-measure Merino InStitchu wool
suit provides a mix of classic tailoring and modern is about rugged practicality at its core.”
fashion in a very sophisticated way.
More information:
www.InStitchu.comYou can also read
