Australian Wool Innovation (AWI) noted positive results from its recent participation in the world’s premium yarn trade fair, Pitti Filati held in Florence 2 – 4 July, a pleasing outcome in a shaky economic climate.

AWI’s aim at the fair was to address increasing demand for luxury and ecologically friendly fibres. This was achieved by profiling their prestige ‘Grande Cru’ collection titled fifteen&finer; recently launched mercerised wool; and promotion of Australian Merino wool as a natural, biodegradable and sustainable (NBS) product, ticking all the right boxes in what delegates were looking for at the fair.

“Regardless of the current economic instability clients are still interested in buying quality and they still need to come to Pitti Filati to source prestigious yarns,” Jimmy Jackson, Global Product Development Manager, AWI, said.

Fifteen& finer:

At Pitti Filati AWI came together with the following leading Italian spinners and Australian fibre producers to launch and showcase the Prestige Collection ‘fifteen& finer.’ This rare and noble fibre is the ultimate in luxury Merino yarns, all classified 15 microns and finer. Due to its exclusivity and price point ‘fifteen& finer’ will only be offered to fashion’s elite brands.

Partnering fibre producers & spinners:

* Escorial, fibre supplier, Australia

* Gostwyck, fibre supplier, Australia

* Jemala, fibre supplier, Australia

* Michell, fibre supplier, Australia

* The Merino Company (TMC), fibre supplier, Australia

* Zegna Baruffa, spinner, Italy

* Filatura Botto Poala, spinner, Italy

* Lora Festa, spinner, Italy

* Filatura de Tollegno, spinner, Italy

Mercerised Merino:

Last year AWI partnered with five Italian spinners specialising in Australian Merino wool yarns to establish the mercerised Merino technology and offer these knitted yarns in their collections. These were unveiled at the recent 2008 event, receiving much interest.

Mercerised Merino provides luxurious handle and ‘silk like’ lustre whilst still offering enhanced fluidity, drape and comfort. It is mostly created for products worn ‘next to skin’ including: loungewear, underwear and lingerie, men’s polo or t-shirts, women’s knitwear.

Partnering Spinners:

* Filatura e Tessitura di Tollegno

* Botto Poala

* Lora & Festa

* Olimpias – Galli Filati

* Zegna Baruffa - Lane Borgosesia

Natural, Biodegradable and Sustainable:

With growing concerns for the planet in relation to climate change, consumers are showing a strong preference for natural products.

Brands are answering this call for change and opting for textiles that leave a minimal ecological footprint.

The swing toward eco-friendly products brings opportunities for the global textile industry, and for their part, Australian woolgrowers. Active and informed consumers are now insisting on greater integrity and authenticity in the products they buy.

At Pitti Filati, AWI took great effort to actively promote its Natural, Biodegradable and Sustainable qualities, making it an ethical and easy choice for retailers, suppliers and consumers.

“Australian Merino wool is the premium natural fibre solution. Consumers can buy authentic Australian Merino with confidence, knowing it is the eco-friendly choice,” Mr Jackson, said.

Australian Merino is a naturally luxurious and high performance fibre that has evolved over years to create the most effective all-weather protection against the elements known to man. Nature designed the Merino fleece to protect from wind, rain, snow and heat. No man made fibre can come close to replicating Merino’s naturally occurring combination of attributes.

“AWI is working with top makers, spinners, weavers, brand owners and retailers to help produce yarns, fabrics and garments to suit the needs of today’s consumer who demands softer, more luxurious and natural fibres. Events such as Pitti Filati allow us to profile and promote such important developments”, he said.

Another draw-card to the stand was the 10 innovative knitwear creations from fashion’s new-guarde of knitwear designers – finalists in the inaugural Woolmark Prize competition. Showcasing the future of Australian Merino wool at its finest with new technology, and innovative fabric finishes, in conjunction with the world’s top knitters.

“The inclusion of the Woolmark Prize finalists garments gave visitors to the stand further inspiration of the possibilities and fashionability of Australian Merino,” Mr Jackson said. “It also attracted a wider circle of designers and industry creatives to the stand, which allowed us to present the finished product to a wider audience.”

At trade events such as Pitti Filati, AWI seeks to uncover new opportunities and markets for Australian Merino wool, and then works to develop the right products to meet the demands.

AWI will continue to showcase Australian Merino wool innovations to the decision-makers in world apparel, to ensure the growth of the industry and increase the demand for the world’s greatest natural fibre – the miracle that is Merino. The next AWI trade showcase will be Spin Expo in China (September 2008).