Great Dane dresses in Merino to Perform
Danish fabric manufacturing icon Thygesen Fabrics has joined forces with Australian Wool Innovation (AWI) to help develop the growing active/outdoor apparel market.
By becoming part of AWI’s Merino Perform™ supply chain, the European manufacturer aims to further strengthen its position as a supplier of Merino jerseys for the sports and outdoor market. AWI is working with Thygesen on a range of initiatives to develop innovative, new Merino Perform™ products to the global sports/outdoor marketplace.
Merino wool continues to be well represented in this market due to its unrivalled natural breathability, insulation and next-to-skin comfort.
MerinoPerform Advantage™ is an evolution of the Sportwool fabric technology developed in Australia a decade ago. As a result of ongoing R&D and marketing efforts over this time, Merino is now featured heavily by the majority of the world’s sports brands in their activewear ranges.
AWI CEO Brenda McGahan said the success of MerinoPerform could be seen as an overnight success but it has taken over a decade of work to develop and market the product.
'It is an example of where our focus on effective product marketing has worked and also shows how R&D has worked hand in glove with our global sales effort. By combining on- and off-farm R&D under a new plan at AWI, we should be able to deliver this type of successful product technology and marketing more often,' Brenda said.
AWI’s global manager for the sports/outdoor sector Lars Ulvesund added AWI would be working as a business builder for Thygesen, assisting key sports brands and retailers to find Merino wool suitable for their specific needs.
‘Marketing, networks, contacts and of course product development is where we can really make a difference here. This sector of the garment trade has bucked the global trend and is growing strongly and the Australian wool industry is right in there.
‘We are very pleased to announce the partnership with Thygesen as it is a well-established, highly regarded, quality conscious, experienced supplier of Merino to the sport/outdoor industry. These four criteria are the cornerstones of the MerinoPerform program. As representatives of the Australian wool industry, the home of Merino wool, we aim to bring the best of the best to the market, and that goes for the entire supply chain,’ Lars said.
With an unprecedented growth trend for Merino wool in activewear in all major apparel markets, AWI continues to invest in product development and leveraged funds marketing with major global brands and retailers to boost this market growth. It is a key plank of the organisation’s new strategic and operational plan.