America gets wrapped up in wool

30 January 2008

Australian Wool Innovation recently took part in the Outdoor Retailer trade fair in Salt Lake City USA, from 23 - 26 January 2008.

Outdoor Retailer is the leading outdoor industry business-to-business trade event. It provides businesses with an opportunity to present manufacturers, retailers, and industry advocates with innovative product solutions for the outdoor active market - and wool was definitely the fibre of choice for many.

AWI met with big retailers at the event to discuss their future collections and the incorporation of Australian Merino wool. Retailers included New Balance, Nike, Columbia sportswear, The North Face and more.

Wool was promoted on a large number of stands, with the beneficial qualities of the fibre being brought back to the fore of the sporting apparel industry.

Outdoor Retailer

Gday USA

From track and field, to red carpet catwalks... wool was also a key part of the Australia Week celebrations in New York. G’Day USA 2008 came to a bright finish with a black tie gala on Australia Day, Saturday 26 January.

Over 1300 guests from Australia and America joined to celebrate the day, and commemorate 200 years of international trade for the Australian wool industry.

The evening promoted the best of Australia from various industries, including fashion and business, food and wine, travel, film, arts and culture. Celebrities including Julian McMahon, Jessica Alba, Diane Neal, Shannon Noll, and Christine Anu walked the red carpet along with Hilary, the very popular Australian Merino sheep in tow.

The evening was intertwined with wool - the display of historic garments from the 18th century through to 2008 displayed the innovative use of the fibre today. A fashion parade displayed garments from top designers, Jayson Brunsdon, Thom Browne, and Giovanni Cavagna.

Australian model Miranda Kerr
and 'Hilary' at G'day USA

Australian supermodel Miranda Kerr also joined champion shearer Shannon Warnest with the sheep during a classic blade shearing demonstration.

“We are pleased to commemorate 200 years of international wool trade, and through events such as G’day USA continue to ensure the wool trade between Australia and the United States remains strong,” said Craig Welsh, Chief Executive Officer at Australian Wool Innovation.

Australian government officials, media from America and Australia, retailers, designers, and more joined the Australia Day 2008 celebration in New York.

Australian wool took to the runway again during February’s New York Fashion Week – designers Jayson Brunsdon and Michael Angel highlighted the innovative Australian Merino wool textiles available today.

“Australian Merino wool offered the quality and structure I needed for the fall/winter 09 collection launching during New York Fashion Week February 2008,” said Michael Angel.

“Working with the fibre has been a delight, and the soft luxurious feel Merino adds to the uniquely designed garments will ensure customers come back for more next season. I look forward to further working with Australian Wool Innovation to develop innovative merino wool pieces suitable for all seasons.”

Jayson Brunsdon’s evening wear and cocktail collection incorporating Australian merino wool, featured a new wet-look finish that took the crowd’s breath away - many left whispering “I can’t believe it’s wool”.

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