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23rd September 2008, Sydney

AWI launches new soft-luxury Merino Touch collection

21 September 2008, Sydney - When Australian Wool Innovation (AWI) opened its new product suitcase at Spin Expo in Shanghai two weeks ago it revealed a comprehensive collection of knitwear product and technology innovations called Merino Touch.

AWI's new Merino Touch collection is soft, natural and trans-seasonal, providing ultimate comfort through three innovative ranges:

  • Mercerised Merino adds an enhanced luxury and comfort to the natural performance of Australian Merino, creating a distinct fluid-like experience.
  • Merino TouchIntimates combine the lightweight, natural performance of Australian Merino with ultimate next-to-skin comfort for everyday wear.
  • Soft Classics are sumptuously 'softer to touch', blending natural Australian Merino qualities with true classic looks and traditional comfort.

AWI CEO Craig Welsh says: 'Fashion today is not only about appearance; it's also about how the wearer feels. 'Our research shows that consumers want a sensory experience from the fabrics they wear. The new Merino Touchcollection provides a range of knitted Australian Merino wool garments carefully designed to give the wearer a luxurious sensation they will want to experience every day.

'Merino Touchdemonstrates AWI's commitment to investing in premium value-adding innovations that focus on commercialising seasonal Merino products to suit our B2B partners' ranges.' says Craig Welsh.

AWI points out that Australian Merino is inherently natural, biodegradable and sustainable and these qualities extend beyond the characteristics of the fibre to be reflected throughout every aspect of the product. The company also says that as a natural fibre Australian Merino has evolved to become one of the most effective forms of all-weather protection known to man. Biodegradability is another feature claimed, as wool fibre only takes a few years to decompose, whereas most synthetics are extremely slow to degrade.

AWI stresses that every year Merino sheep produce a new fleece, making Merino wool a completely renewable fibre source and Australian woolgrowers actively work to improve efficiency and care for natural resources, pursuing the sustainability of the Australian wool industry for generations to come.

Spin Expo in Shanghai, which ran from 8-10 September is one of China's largest textile trade fairs. It is regarded as the most complete expression of the textile offer and fashion information for industry representatives interested in yarns, fibres, knitwear and knitted fabrics, with 190 spinners and fibre producers coming from 14 countries.

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