Textiles lifestyle - Burlington

Burlington WorldWide, based in Greensboro, North Carolina, U.S., a worldwide leader in providing innovative fabrics including blended and performance synthetics, worsted wool, cottons and cotton-blends have partnered with Australian Wool Innovation (AWI) to bring a new line of 100 percent Merino fabric called ‘Natural Easy Care’ (NEC) to retailers across North America.

The product

Natural easy care textiles provide designers with a lightweight fabric offering versatile properties.

The fabric, made without the application of chemicals typically used to develop easy-care properties:

• Machine-washable
• Requires minimal ironing
• Has a natural stretch for comfort
• A soft touch
• Wonderful drape characteristics

The green story

“This really is a ‘green’ story because the Natural Easy Care process contains no chlorine, no polymer and no chemicals. It’s particularly pertinent to the eco trend that’s so popular right now.

"The consumer interest in sustainable textiles is the most significant opportunity to fall at the feet of the Australian Merino Industry in 30 years. This is not a typical trend because trends come and go and we expect this will be around for the long term,” said Stuart McCullough, director of North American operations at AWI.

The beginning of easy-care

In its efforts to bring Natural Easy Care Merino to market, AWI funded research from the start and began investing in the project in 2002 with New Zealand research firm, Canesis (formerly The Wool Research Organisation of New Zealand).

“We needed to find suitable manufacturers who would make a fitting partner for a technology transfer,” said McCullough. “We chose Burlington because their sales network is so vast. You want to partner with a company that have the best chance of extending the technology to the rest of the world.”

Burlington’s commitment

“We’re excited about the Natural Easy Care technology that AWI transferred to us,” said Tom Aubrey, product development manager at Burlington WorldWide. “We look forward to working with AWI on many projects in the future.”

The easy care look

Natural Easy Care Merino won’t look any different aesthetically but lightweight and easy-care qualities mean the textile can be used in areas where wool has yet to go. It’s meant for woven merino fabrics and is suitable for use in lightweight woven shirting or summer weight suiting.

Consumer demand

“The market is open to innovative products and natural easy care fits the trouser market very well,” said Aubrey.

Consumers will be informed of new natural easy care products through the labelling of the apparel as well as at point of purchase.

Continued innovation

AWI continues to bring innovative products to the market that exemplifies wool’s advantages while adding new characteristics. The development of softer, more luxurious Merino blends that are machine-washable perfectly complement today’s busy lifestyles and consumer demands.

Find out more about AWI textile innovations.

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