Australian Wool Innovation is working with a major European knitting machine company and fabric manufacturers to develop new items appealing to young urban consumers.
AWI's acting Chief Executive John Roberts says it is vitally important to have Australia's premium wool in as many product categories as possible.
"COVID has accelerated a trend towards less formal wear and much of our work in the product development space is all about showcasing wool's potential as a fibre for every occasion.
What's possible with the new knitting machines is truly amazing and offers great opportunities for wool to be used more widely.
So in this capsule collection, which has been well received at trade shows in Europe recently, we have reversible knitted hoodies and trousers, knitted jackets and stylish knitted dresses".
AWI's subsidiary The Woolmark Company has collaborated with knitting machine company Shima Seiki Italia S.p.A and four Merino wool yarn manufacturers – Tollegno 1900, Zegna Baruffa Lane Borgosesia, Südwolle Group and Loro Piana Yarns – to create a new capsule collection inspired by protection wear.
The collection comprises four outfits that highlight the suitability of Merino wool as the ultimate natural and performance fibre suitable for a modern, urban look.
The garments are a showcase of the latest knitting technology from Shima Seiki as well as Woolmark-certified Merino wool yarns.
The new capsule collection will provide an inspiration for manufacturers and brands along the textile supply chain to develop innovative garments not only in the protective workwear market but also for the urban fashion sector popular with millennials. The concept for the collection was the idea of the global authority on wool, The Woolmark Company, and Creative Director of Shima Seiki Italia, Vittorio Branchizio. It was inspired by the Workwear 'Protection Wear' theme in The Woolmark Company's The Wool Lab sourcing guide and aligns with the trend towards workwear-inspired designs at the latest fashion shows.
"Changes in the market have led to a new desire for practical and durable clothing that provides a level of safety and utility, while retaining a stylish aesthetic," said The Woolmark Company's Research & Development Manager for Europe, Birgit Gahlen.
