PROTECTING FLOCKS FROM FLYSTRIKE - ISSUE 76 SEPTEMBER 2018 - Australian Wool ...
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ISSUE 76 SEPTEMBER 2018
PROFIT FROM WOOL INNOVATION
www.wool.com
PROTECTING FLOCKS
FROM FLYSTRIKE
08 40 58
LIVE & BREATHE NATIONAL MERINO MERINO LIFETIME
CAMPAIGN CHALLENGE PRODUCTIVITY
14 H
URN & FYFE 62 D
ROUGHT RESOURCES
BACK FIBRE OF FOOTBALL FOR WOOLGROWERS
OFF-FARM ON-FARM
EXECUTIVE EDITOR
Richard Smith
E richard.smith@wool.com
A AWI Marketing and Communications
L6, 68 Harrington St, The Rocks,
Sydney NSW 2000 4 WoolPoll 2018 38 Lifetime Ewe Management case study
GPO Box 4177, Sydney NSW 2001
8 AWI’s new ‘live & breathe’ campaign 40 National Merino Challenge 2018
P 02 8295 3100
E info@wool.com W wool.com 9 Peak performance from Black Diamond 42 Australian Rural Leadership Program
AWI Helpline 1800 070 099
10 Jenna completes her run for bums 43 Next generation on the horizon
SUBSCRIPTION
Beyond the Bale is available free. 12 Leading sportswear brand ashmei 44 Queensland wild dog coordinators
To subscribe contact AWI
P 02 8295 3100 E info@wool.com 13 Particle Fever slam dunks with wool 45 My exclusion fence is built, now what?
Beyond the Bale is published by Australian 14 Fibre of Football 46 SA aerial baiting receives support
Wool Innovation Ltd (AWI), a company
funded by Australian woolgrowers and the 15 Emma Hawkins at home with Jeanswest 47 Wild dogs in the USA
Australian Government. AWI’s goal is to help 48 2018 Flystrike RD&E Technical Update
increase the demand for wool by actively
16 Wool Week Australia
selling Merino wool and its attributes through 18 Scanlan Collective’s love for Merino wool 50 Performance of blowfly & lice treatments
investments in marketing, innovation and
R&D – from farm to fashion and interiors. 19 SABA: Sisterhood of the travelling coat 52 Premiums/discounts for mulesing status
COPYRIGHT 20 McIntyre: Knitted in history 53 LVMH learns about animal welfare
Material in Beyond the Bale is copyright.
Reproduction of the material is encouraged. 21 Waverley Mills remains Australian icon 54 Transitioning to a ceased-mulesing flock
However prior permission must be obtained
23 International Woolmark Prize 57 Improving sheep AI programs
from the Executive Editor.
24 Blair Archibald excels with wool 58 Merino Lifetime Productivity project
DISCLAIMER
To the extent permitted by law, Australian 24 Dion Lee: SUIT portrait series 60 Elmore Field Days
Wool Innovation Ltd excludes all liability
for loss or damage arising from the use of, 25 Joe Merino’s classic T-shirt for summer 62 Drought resources for woolgrowers
or reliance on, the information contained in
this publication. 25 ODEEH: womenswear push in Germany 63 Beyond Blue ambassador John Sudholz
The Woolmark symbol is a registered
trademark of The Woolmark Company Pty Ltd. 26 Fox & Lillie woolgrower tour to Europe 64 Technologies to shape your future
© 2018 Australian Wool Innovation Ltd. All
rights reserved. 28 Lagonda: Electric experience with wool 65 Artificial intelligence R&D to aid selection
ADVERTISING SALES 29 MINI helps drive demand for wool 66 New tool tackles Red Leaf syndrome
Max Hyde, Hyde Media Pty Ltd
P 03 5659 5292 30 Top Japan brands inspired by Aussie visit 67 Shearer and wool handler training
E max@hydemedia.com.au
31 Merino wool takes centre stage Vietnam 68 Robotic shearing revisited in digital age
Advertising is subject to terms and conditions
published on the ratecard, which is available 32 Australia-China relationship strengthened 69 R&D into fully automated wool harvesting
from Hyde Media.
33 New Wool Education Centre in Shanghai 70 How long can this wool market hold up?
ISSN
1447-9680 33 Trade workshop for Chinese partners 72 EMI record run continues
FRONT COVER 34 Study backs wool to ameliorate eczema 73 WoolQ: new functionality
Protecting the national flock against flystrike.
At this year’s 2018 Breech Flystrike RD&E 35 Digital ways to learn about wool 74 Readers’ photos
Technical Update, held in June in Sydney and
attended by 115 industry stakeholders, significant 36 Naturally Inspiring seminars
and incremental progress was reported from
a wide spectrum of research projects and 37 Latest wool fashions showcased locally AWI INVESTMENT STRATEGIES
trials conducted on farms and in laboratories.
Marketing Sheep Woolgrower
See page 48 for details.
Production Services
feedback@wool.com
Processing Innovation Business
& Education Extension Services
WOOL.COM
To subscribe to the free monthly AWI e-newsletter
for woolgrowers, and the weekly wool market review
e-newsletter, visit www.wool.com/subscribe
WOOLMARK.COM
instagram/BeyondTheBale
facebook.com/TheWoolmarkCompany
twitter.com/woolinnovation
twitter.com/woolmark
youtube.com/AWIWoolProduction
instagram.com/TheWoolmarkCompany
wool.com/podcast
youtube.com/TheWoolmarkCompany
This magazine is printed on PEFC
(Programme for the Endorsement of View Beyond the Bale online with image galleries
BtB and video at http://beyondthebale.wool.com
Forest Certification) paper stock.
GD2973
UPFRONT 3
GETTING ON WITH
BUSINESS
We are continuing with initiatives to help increase the
demand for wool through investments in marketing
Stuart McCullough
and R&D – from farm to fashion. Chief Executive Officer
Australian Wool Innovation
DROUGHT WOOLPOLL 2018 A NEW LOOK
I am deeply concerned about the effect that I encourage all eligible wool levy payers
AT SHEARING
the enduring drought conditions are having to cast their votes when the poll opens Wool harvesting is an elaborate labour-
on many woolgrowers. AWI provides a range on 17 September. It is the opportunity for intensive process, relying on highly trained
of drought planning and management woolgrowers Australia-wide to choose what shearers and wool handlers who work hard
publications, webinar recordings and other percentage of their clip proceeds are used within a busy wool shed workplace. While AWI
resources for woolgrowers going into, to fund AWI – their research, development continues to fund shearer and wool handler
enduring or recovering from drought. On and marketing company – for the next training aimed at increasing productivity, skills
our website we also provide links to useful three years. The ballot paper will be posted development and professionalism, AWI is also
external resources and government agencies to eligible levy payers in September, along taking a new look at automated shearing.
that provide drought assistance. View a list with a Voter Information Kit that outlines We are spreading the investment risk across
of available resources on the AWI website information about WoolPoll 2018 and how a few investments, as well as looking for
at www.wool.com/droughtresources. AWI proposes to invest levy funds at each additional opportunities in safe and soft
levy rate option. The poll closes at 5pm robotics. See page 68 for further details.
HEALTHY PRICES (AEST) on 2 November.
CONTINUE PROTECTING
AWI ANNUAL GENERAL AGAINST FLYSTRIKE
During the past few months, the EMI
surpassed the $20 mark for the very first
MEETING (AGM) At this year’s 2018 Breech Flystrike RD&E
time, and at the time of writing is $21.16. The AWI 2018 AGM will be held on Technical Update attended by 115 industry
Prices are in very healthy territory, both in Friday 23 November at the Swissotel stakeholders in July, significant and incremental
absolute terms and in comparison to prices Sydney at 68 Market St, Sydney. Formal progress was reported from a wide spectrum of
from just 12 months ago. I have always notice and meeting papers will be sent to AWI research projects and trials conducted on farms
firmly believed that Merino wool is a $20+ shareholders in October. AWI shareholders and in laboratories. The presentations from the
fibre. With supply having increased during who are unable to attend the AGM in person event are all available on the AWI website at
the past couple of seasons, I consider these will be able to view the AGM proceedings www.wool.com/flystrikeRnDupdate
robust prices as fundamentally a result of a via webcast. Further details are available on
strong and consistent demand for our fibre. the AWI website at www.wool.com/agm. LIVE & BREATHE
AWI’s marketing in key northern hemisphere The AWI 2017/18 Annual Report will also be MARKETING CAMPAIGN
markets has been successfully cementing released in October.
AWI’s marketing arm The Woolmark
Australian wool as a premium natural fibre Company has launched a new global
for which consumers are willing to pay a REGISTER NOW consumer campaign – the first in recent
premium price. Although the finer microns FOR WOOLQ years. The Live & Breathe campaign aims to
have performed particularly well lately, Most of WoolQ’s functionality is now educate a lost generation on the technical
the broader microns have also been rising complete and available on the WoolQ performance benefits of Australian Merino
during the past 18 months. Meanwhile, other website. This functionality includes wool, and to drive purchase through
competitive fibre prices remain relatively flat. the industry discussion forum and partners in the performance, athleisure
ready reckoner, as well as the eSpeci (an and streetwear categories. The overarching
INDEPENDENT REVIEW alternative to the current paper speci) that message of the campaign – which comprises
OF PERFORMANCE was made available in March. The final a short film, hero fashion and sportswear
piece of WoolQ functionality, the ‘WoolQ imagery, and additional e-commerce
AWI has published on its website an
Market’, is scheduled for release towards extensions – is that wool is breathable,
independent Review of Performance, which
the end of the year. I strongly encourage making it perfect for performance. Focusing
is required to be conducted every three years.
woolgrowers to register with WoolQ today on breathability allows the campaign to
The report, produced by Ernst & Young, will
– at www.woolq.com. Not only will you be talk about a number of wool’s key elements
be of great benefit to AWI in refining its
able to use all the current functionality, in the performance category, such as
processes and approach going forward. I am
but you will be kept updated on the release temperature regulation, odour resistance
pleased the review included important context
of the WoolQ Market. and its moisture-wicking nature. For more
about the scale of the Australian wool industry
information, visit www.woolmark.com.
and the scope of AWI’s role.
4 UPFRONT
IT’S YOUR CHOICE
WILL YOU VOTE THIS
WOOLPOLL?
The 2018 WoolPoll levy rate
options have been announced; 3%
2.5%
voting opens on 17 September;
Every three years AWI is required to
conduct a poll asking woolgrowers to
and AWI recommends growers
determine what percentage of their choose to maintain the 2% levy.
wool income they would like to invest
in research, development (R&D) and
marketing undertaken by AWI.
In the coming weeks, you’ll receive your
Voter Information Kit, which includes your
ballot papers to vote in this year’s WoolPoll.
Whether wool is the primary focus of your
business, part of your mixed enterprise, or
just a hobby on the side, your vote counts.
Don’t leave it to others to decide what
investment – if any – is made in future
WoolPoll is your opportunity to directly R&D and marketing for our industry.
influence how much funding AWI will
receive for the next three years to deliver YOUR LEVY
R&D and marketing services for the RATE OPTIONS
Australian wool industry. The WoolPoll Regulations require AWI
1.5%
to propose 3 to 5 levy rates for you to
vote on, including a zero option if you
think investment in R&D and marketing
for the industry isn’t necessary.
If you have paid $100 or more in wool
WoolPoll 2018 asks you to consider five
levy rate options: 0%
levies over the past three financial years,
you are eligible to vote in WoolPoll.
Your voting entitlement is determined MESSAGE FROM WoolPoll Panel Chair
Sydney Lawrie.
from records of your wool sales. If you are
eligible to vote, you will have been notified THE WOOLPOLL
of your voting entitlement in August.
PANEL CHAIR TO
WOOLGROWERS
I’m privileged to be your Panel Chair for
WoolPoll 2018 and lead such a diverse Panel
representing woolgrowers from all regions
across Australia.
Your Ballot Paper will be sent to you in
We the Panel have worked closely with
September. You can vote online, by mail
AWI to ensure that the Voter Information
or via fax – as per the instructions that
Memorandum provides you with the
will be sent with the Ballot Paper.
information you need when deciding how to
For any questions about the voting place your vote.
process, call the voter assistance line
I encourage you to take the time to sit down
on 1800 990 365.
as a family or a business unit and discuss the
future you want for your business and your
industry.
This is such a critical vote for the industry,
and an opportunity we get every 3 years
that other industries don’t – IT’S YOUR
WOOL, IT’S YOUR LEVY, IT’S YOUR VOTE!
Voting opens on 17 September 2018. Sydney Lawrie
The poll closes at 5pm (AEDT) on Chair, 2018 WoolPoll Panel
2 November 2018.
UPFRONT 5
AWI RECOMMENDS:
VOTE 2% THIS WOOLPOLL
• T
he projects featured in this edition future-proof our investments. We believe 2%
of Beyond the Bale are only a snapshot is the optimum level to balance our financial
of the work AWI does on your behalf. responsibility with our capacity to deliver WHY WE DON’T
If you see value in the projects we’re benefits for growers.
RECOMMEND
funding, then we need your support at
WoolPoll to continue.
Choosing 2% means we can continue
to deliver our core R&D and extension
MORE THAN 2%
programs in areas such as managing flystrike, While AWI could invest even more
• V
oting 2% means we can continue to
improving reproduction and wild dog control, in R&D and marketing at 3% or 2.5%,
deliver your core R&D and marketing to address your profitability and productivity we believe 2% is the optimum level to
priorities – and look at investing in priorities. We can also invest in new projects
balance our financial responsibility
new projects that fill important gaps as they arise to help lower production costs,
in the industry. with our capacity to deliver benefits
such as automated wool harvesting, which we
couldn’t do with less than 2%. for growers.
• 2
% enables us to build resilience and
future-proof. With 98% of Australian wool being exported,
we need all hands on deck across the supply WHY WE DON’T
D emand for wool has risen sharply and chain because without consumer education
with it, so has the price. Many of you and awareness, people wouldn’t choose to RECOMMEND 1.5%
are taking advantage of this and investing buy Australian wool. With the 2% levy, we can We could not maintain the level of
back into your business – because we all keep marketing Australian wool and building
investment in R&D and marketing at
know that choosing to invest when times are global demand. Just as moving between
1.5% in the long term, nor continue to
good enables us to future-proof and build farming enterprises is relatively easy, so too
is substituting wool for other fibres. If we deliver R&D and marketing benefits for
resilience. With the drought biting hard
across much of Eastern Australia, it’s even take our foot off the pedal, we’ll leave a gap in woolgrowers. We would have no capacity
more front of mind that we must prepare the market that will undoubtedly be filled by to invest in new opportunities and no
now to manage the challenges of the future. another fibre. It's a conscious choice, and we buffer in our budget against future
want to ensure wool is the final choice, right wool price volatility, meaning existing
Since late 2017, the Board has deliberated along the supply chain through to consumers.
programs may have to be discontinued.
on the levy rate options and what its
recommended rate should be, with extensive Choosing 2% allows us to secure wool’s
place in the apparel and textile market of
modelling of investment and forecasting of
production and income at the various rates. the future, by investing in product and WHY WE DON’T
We know some parts of the industry say that
processing innovations that revolutionise
how wool is thought of and used – no longer
RECOMMEND 0%
cutting the levy won’t hurt R&D or marketing the itchy, bulky school jumper of days gone 0% makes it impossible to address
investments, because the higher wool price by, but a luxurious, high performance, key woolgrower priorities that support
will counteract any losses to AWI’s funding. technical fibre for the modern consumer. profitability, sustainability or increased
But a cut to the levy leaves no room in the
WoolPoll is your choice to invest in your demand. We would have to abandon
budget to protect your investments against
any future price volatility or unpredictable industry. Your future profitability, the R&D that helps in your fight against
seasonal conditions that affect production industry’s sustainability, and the global flies, wild dogs or any future industry
volumes – factors which heavily impact the demand for your product rests on this threats. We would stop marketing your
amount of income AWI receives. choice. AWI takes seriously its role in wool, and walk away from all the
delivering R&D and marketing outcomes
ground we have gained in growing
That’s why we’re recommending you vote to that benefit Australian woolgrowers
maintain the 2% levy – so we can invest now – and it can only do this if you vote to demand for Australian wool.
when prices are good and build resilience to maintain the 2% levy rate.
IT’S YOUR CHOICE
VOTER
INFORMATION
MEMORANDUM
WOOL IS
YOUR CHOICE
VOTING OPENS
17 SEPTEMBER 2018
VOTING CLOSES Australian farmers investing
2 NOVEMBER 2018 in wool innovation since 1936
The WoolPoll Voter Information Memorandum (left) and AWI’s summary of investments ‘Wool is Your Choice’ (middle) will be sent with ballot papers in
September to those woolgrowers eligible to vote at WoolPoll 2018. You can view them both documents online now at www.woolpoll.com.au (right).
6 UPFRONT
MESSAGE FROM YOUR
WOOLPOLL PANEL
Sydney Lawrie, SA Richard Keniry, NSW Rob Ingram, NSW
“People are showing a lot more interest in “Treat (the) WoolPoll vote like an “Not voting in WoolPoll impacts directly
WoolPoll 2018, especially the mixed farmers investor…There are plenty of people now on the bottom line of what is spent on
I’ve spoken to, because wool prices and investing in new sheepyards and sheds, the industry and the quality of the work.
sheep prices are so good…and that’s making and so my question to them is - how Will you criticise the industry and what
them think about how their WoolPoll money much do they want to invest in the it does and where it’s going, or will you
will be spent to improve the industry.” industry for the future?” vote to have a say?”
Brenton Lush, SA Candice Roberts, Qld John Hassell, WA
“We’re working with AWI to ensure “Even if it’s your parents who vote, start “The voting period comes as some growers
WoolPoll isn’t Merino-centric and that the conversation with your family and get turn their attention to cropping and harvest
there’s a voice for growers of 25-30 involved and contribute to the future of time – it’s easy to jump on your phone when
micron wools.” your industry.” you’re out and about and vote.”
IT’S YOUR CHOICE
Steve Harrison, Vic Ed Storey, NSW
“It’s taken a long time to get to the point where “Vote but don’t get caught up in politics…
we’re looking to increase flock numbers and Ours is one of the only rural industries
employ a worker, but it’s been a tremendous where we get to vote every three years on
12-18 months for wool prices…There’s no better how much of our wool income is spent on
time for us to decide the future of our industry.” R&D and marketing.”
UPFRONT 7
INDEPENDENT
THREE-YEAR REVIEW
OF PERFORMANCE
AWI’s latest three-year review of performance has stated that: AWI has performed well in many
regards, but, as with most organisations, many opportunities exist for its improved performance
in the future. AWI is looking to implement the review’s recommendations that will help the
company deliver better results for woolgrowers.
BACKGROUND on how we can improve the business, and
that's exactly what they've done.
consultation and communication initiatives
since the last strategic planning period,
AWI has an obligation through its Statutory and that the addition of these methods has
Funding Agreement (SFA) with the Federal “AWI acknowledges there are areas where strengthened AWI’s ability to connect with
Government to undergo an independent re- we can enhance the way we operate and wool industry stakeholders.
view of performance (ROP) every three years we look forward to improving delivery of
– and report the ROP to wool levy payers and our services to Australian woolgrowers. “However, the report also said that more
the Government prior to each WoolPoll. The report provides a detailed roadmap to needs to be done by AWI to ensure more
assist that process.” effective consultation is undertaken with
This year, the Government took the lead industry representative organisations and
in contracting and managing the independent Mr McCullough noted that AWI’s review of other stakeholders,” Mr McCullough said.
consultant undertaking the review (Ernst performance process is unique in many ways.
& Young). The review also considered some
“For woolgrowers, the report means that their PROGRESS OF
additional matters that were raised by
industry and government.
company, AWI, is being well scrutinised every IMPLEMENTING
three years and they get to see those results RECOMMENDATIONS
AWI welcomed this expanded review and and they get to judge us on our worth,” he said. Mr McCullough said that, from an operational
fully cooperated at every stage to ensure the and Board perspective, AWI intends to
consultants had access to all the informa- “So I think that it evidences to woolgrowers
that the company is been well looked at. expeditiously adopt key recommendations
tion required to make their recommenda- that will help to enhance transparency and
tions. Ernst & Young’s thorough review of There are many things that we've done
right, and things that we can do better accountability and consultation mechanisms
AWI’s performance and governance for with its shareholders and stakeholders.
the period 2015-2018 resulted in a 500-page have been identified and will be addressed
report that was released on 9 July. in due course.” “Ernst and Young did a good job with this
The report highlighted that AWI’s employees report and they have provided us with
In summary, 82 recommendations were
are of a high calibre, with a strong the timings that they'd like to see the
suggested, with the areas of monitoring
commitment in delivering high quality recommendations implemented,” he explained.
and evaluation, consultation and gover-
nance being the focus. The recommenda- innovations and experience that spans the “We can simply accept many of the
tions range in levels of importance from entirety of the wool industry value chain. recommendations outright, but there were
'mandatory', 'critical' and 'recommended' some that warrant some more thought and
and provide the company with timing OPERATIONAL potentially might require constitutional
suggestions for completion helping to RECOMMENDATIONS change which we've got to put to a vote of all
pave the way for greater consultation, The report’s recommendations can be broken shareholders, so there's a bit of road to go yet.
transparency and accountability. into two main parts: the operations of the But certainly the ones that we can tick off
company and the Board. From an operational quickly we will, and we'll work on the others to
REPORT WILL point of view, Ernst & Young identified two get them delivered in due course.”
BENEFIT AWI AND key areas that could be improved: one is
AWI is creating a dedicated spot on its
measurement and evaluation, and the other
WOOLGROWERS one is consultation.
website at www.wool.com/ROP that
In response to the report, AWI CEO Stuart will inform woolgrowers on the
McCullough said the assessment of how AWI “We acknowledged at the beginning of the progress/status of implementing the
was performing against its responsibilities review that measurement and evaluation report’s recommendations.
will be of great benefit to AWI in refining its was a bit of an issue for us,” Mr McCullough
processes and approach going forward. explained. “Because we don't sell anything, MORE INFORMATION
it’s often hard to give to woolgrowers tangible • Woolgrowers will receive a summary of
“A review of performance is a normal part of figures of return on investment, so that's the ROP report with their WoolPoll Voter
the WoolPoll cycle that AWI goes through where we've got to spend some more energy Information Kit.
every three years to inform woolgrowers and time. We need people collecting data in • You can download the full report and a
prior to the WoolPoll vote. It’s a very normal the northern hemisphere on a constant basis summary report from www.wool.com/ROP
part of our life,” Mr McCullough said. and analysts back here extrapolating that into • Hear from AWI’s CEO Stuart
terms that woolgrowers can understand.” McCullough speaking about the report’s
“The report is complimentary on many of recommendations and the
the things that we do, such as our strong Regarding consultation, the review of next steps for AWI in Episode
reputation for marketing activities, but Ernst performance acknowledged that AWI 49 of AWI’s The Yarn podcast at
& Young’s aim was to identify any problems has increased its number of engagement, www.wool.com/podcast
with the business and provide suggestions
8 OFF
FARM
Campaign imagery
highlights commercially
available apparel, in this
case: Facetasm 100%
Merino wool jacket;
[sn] super.natural 50%
Merino wool crop top; and
Wilderness Wear leggings
100% Merino wool outer.
LIVE & BREATHE
CAMPAIGN
AWI has launched a new global marketing campaign that aims to educate a new generation
of young consumers about the performance benefits of Australian Merino wool.
A WI’s marketing arm The Woolmark
Company has launched the new global
consumer campaign – Live & Breathe – the
The campaign hones in on wool’s inherent
breathability to ensure the simplicity of the
campaign’s message has cut-through in the
layered into the campaign, such as choosing
quality over quantity (reinforcing the
Woolmark symbol as a mark of quality),
first in recent years. crowded marketplace. According to a 2017 and of choosing natural fibres to avoid the
Nielsen Report, ‘breathable’ and ‘comfort’ adverse environmental effects of synthetics.
The campaign aims to educate a young are the most important attributes people
generation of consumers, who might look for when buying sportswear – and AWI CEO Stuart McCullough says in a world
not have grown up with wool, about the science shows that wool is the one of the dominated by synthetic fibres, it can be
technical performance benefits of Australian most breathable fibres. easy for millennials – the world’s largest
Merino wool – and drive the purchase consumer group, by volume – to lose sight
of wool apparel and footwear products, Focusing on breathability allows the of the wonders of Mother Nature.
through brand partners in the performance, campaign to talk about a number of wool’s
athleisure and streetwear categories. key elements in the performance category, “Wool, once the fibre of choice for athletes
such as temperature regulation, odour worldwide, was overthrown by the rise of
The overarching message of the campaign is resistance and its moisture-wicking nature. man-made fibres, but in recent years we have
that wool is breathable, making it the perfect seen the re-emergence of Merino wool in the
fibre for performance and athleisure. However, secondary messages are also activewear industry,” Mr McCullough said.
OFF 9
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LIVE & BREATHE CAMPAIGN FILM
B R E AT H E
MORE
DO
MORE
Gabriela Hearst cap
Aclima crop top
Devold jacket
XTM leggings
3.1 Phillip Lim trousers
The Woolmark Company proudly supports the Woolmark Certification Program. See woolmark.com for details.
Example of campaign collateral being rolled out
across the world. The advert features commercially
available apparel: Devold 100% Merino wool jacket; Clips from the campaign film highlighting the natural and breathable aspects of wool.
Aclima 65% Merino wool crop top; XTM 100%
Merino wool leggings; 3.1 Phillip Lim 50% Merino
wool trousers.
“The fibre's inherent performance properties
and eco-credentials have seen the fibre
become prominent once again and is
reaching a new generation of consumers.”
CAMPAIGN ROLLOUT
Working with award-winning global creative
agency TBWA and media buying agency OMD,
the campaign – which includes a short film,
and hero fashion and sportswear imagery
– began at the start of this month.
While the film (distributed through social
media and Woolmark.com) and the out-
of-home campaign (billboards, bus shelter
advertising etc) serve as two hero aspects of
the campaign, events, e-commerce extensions
and collaborative partnerships will help to
drive home the message in an impactful way.
“The campaign features a carefully curated
The three-minute campaign film Home alone, she puts it on and sets off
selection of some of the most technically
begins in a dystopian, industrial and running, breaking free of the city walls, and
advanced and innovative wool and wool-rich
gloomy city – where nature is absent, heads towards the natural horizon.
garments commercially available on the
pollution hangs in the air and people
market today,” Mr McCullough said. When she arrives she is breathing freely,
have long forgotten what natural
surrounded and connected to the source
A layered influencer campaign of some of the means. Clothing is no longer made
of the natural fibres she wears. It is this
world’s leading fitness stars will help connect from wool, but from restrictive and
natural, better world that the campaign’s
product to consumers in an approachable, unbreathable plastics.
protagonist is escaping to and leading a
authentic way, while custom landing pages and But there is hope. On the horizon just path for the rest of the world to follow.
product hubs of wool products will be available beyond the city lies the promise of a more
to shop on Amazon USA and Farfetch.com. “Set against an environment that is both
positive, natural world – a world where
artificial and natural, our global campaign
Product launches and interactive events in Mother Nature hasn’t been replaced
reminds consumers of wool's natural
the US (PE Nation workout and Erin Snow ski but rather, embraced. Here, lush, green
benefits which cannot be matched by any
launches), China (Elle Fit Club events), Japan pasture spills across the mountainside
other fibre,” Mr McCullough added.
(Vogue Fashion's Night Out and National Sports – and Merino sheep graze.
Day), and UK (Nagnata yoga launch) will localise “Unrivalled by any man-made fibre,
Amongst the despair of the city, the
and personalise the wool messaging. Merino wool’s naturally inherent qualities
campaign’s central character – an
– breathability, odour control, moisture
athletic young woman who works in
management – reconnects the wearer
MORE INFORMATION a giant industrial factory – magically
to a forgotten experience.”
www.woolmark.com/liveandbreathe discovers a wool running outfit.
10 OFF
FARM
The new Rhythm Tee from
Black Diamond is perfectly
suited for pursuits such as trail
running and rock climbing.
PHOTO: Black Diamond
PEAK PERFORMANCE FROM
BLACK
DIAMOND
Leading mountaineering and outdoor brand Black Diamond
is making its first foray into using wool, with its millions of
customers in 40+ countries across the world set to be showcased
products made from the fibre, thanks to a collaboration with AWI. Black Diamond’s Rhythm Tee.
B lack Diamond is a global leader in
mountaineering/climbing gear and
apparel, with additional product lines
ultralight Rhythm Tee will solidify Black
Diamond’s dedication in this regard.
active users allows us to showcase the
natural benefits of Merino wool including
thermo-regulation, odour management and
It features a breakthrough co-developed
including skiing and hiking gear/apparel. movement in the context of cutting edge
Nuyarn Merino wool fabric technology at a
Based in Utah, USA, the company’s products design and innovation,” he stated. “The very
superlight 95gsm – making it significantly
are available in more than 40 countries across nature of our relationship demonstrates the
lighter than other tee shirts, while increasing
the world, but with a primary focus in USA, versatility of Merino wool and the vision of
durability and performance. The fabric is also
Canada, Europe, UK, Asia and Australia. Black Diamond’s apparel design team.”
engineered for incredible stretch and much
The company is strategically focused on faster drying times making it the ultimate The tee has been launched to a good reception
growing its apparel category and has been breathable climbing or trail running shirt. at trade shows including July’s Outdoor
working with AWI’s marketing arm The It is also machine washable. Retailer summer market in Denver, with the
Woolmark Company to introduce wool apparel consumer launch to be early next year.
The Woolmark Company has taken an active
into its product range for the first time.
role in educating the internal Black Diamond The collaboration between the two companies
For the northern hemisphere Spring/ development team about Merino wool, will expand for Autumn/Winter 2019/20 into
Summer 2019, Black Diamond will introduce connecting the brand with the wool supply further Merino wool product.
its customers to the technical advantages of chain and supporting business units on
As well as Black Diamond stores and
Merino wool apparel, with a highly innovative product innovation.
distributors in key markets, the company
95gsm ultralight tee, for men and women. The
AWI CEO Stuart McCullough said AWI’s aim reaches a global audience on its website
product has incredible stretch and recovery
with the collaboration is to increase wool www.blackdiamondequipment.com and
and is perfectly suited for pursuits such as
consumption in the mountaineering/climbing their products are distributed online on the
rock climbing and trail running.
and outdoor category. websites of more than 100 global retailers. It
This iconic brand continuously focuses also has a huge social media reach with more
“Collaborating with such an iconic brand
on high performance and innovation in than a million followers on its channels.
as Black Diamond and its core group of
every product that it develops, and the newOFF 11
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JENNA COMPLETES HER
RUN FOR
BUMS
On 14 June, Jenna Brook finished her epic four month run
up the entire length of Australia from southern Tasmania to
the northern tip of Queensland – all while wearing Australian
Merino wool apparel from Merino Country.
4 529km, 117 days and eight pairs of shoes
after starting her journey on the South
East Cape of Tasmania, Jenna finished her
integrate the supply and production chain
from the raw fleece through to the end
product. The business was originally based on
extraordinary journey at Cape York. ‘Clareborough Station’, outside of Richmond
in North West Queensland but is now based
Jenna began in Tasmania on 17 February, between Brisbane and the Gold Coast.
running 400km before transferring to the
mainland, then 510km through Victoria “I often got asked on my run how I could be
and just over 1,000km through the heart wearing long sleeves every day, and the answer
of NSW, before the 2,700km trek up the is simple: Merino wool. The truth is simply
length of Queensland. Finishing on 14 because Merino is pure gold,” Jenna said.
June, she averaged more than 38km each
day, not far off a full marathon distance “I was so proud to wear Merino Country
every day for four months. clothing throughout the run, which is not
only made in Australia, but also made from
However the run was not just a personal Australian-grown wool.
challenge for Jenna, there was also an
important reason for the run, and one that “Merino wool allows your skin to breathe,
is close to her heart. Along the way Jenna wicks away sweat, provides excellent UV
raised awareness of bowel cancer in the protection and helps maintain a comfortable
communities that she passed through, body temperature in the heat and the cool,
as well as online through social media making it far superior than any synthetic
platforms. She called her run ‘Running for option. Also, it doesn't stink – so that's a bonus.
Bums’ and she raised more than $65,000 for “The Merino gear fit the bill perfectly. Do
Bowel Cancer Australia. yourself a favour and get some – there isn’t
“Bowel cancer is the second biggest cancer any place for synthetics when you're out and
killer in Australia, and not enough people about getting life done!”
are talking about it”, Jenna said. With early Merino Country uses 100% Australian grown
detection, more than 90% of bowel cancers Merino wool and its fabrics are knitted and
can be successfully treated, yet less than 40% dyed in Australia. All garments are sewn in its
are found early enough. own factory in Queensland, employing local
“Not enough people have the conversation people and supporting its community.
Jenna completed her 4,529km ‘Running for about bowel cancer, most likely as a result of “We're very proud to have supported Jenna
Bums’ charity run at Cape York. embarrassment and stigma, and this must with our beautiful, practical and colourful
change. Hopefully my run has started some Australian Merino products from 12 months
conversations, as well as raising money.” out before she started the run, then from the
bottom of Tasmania to the tip of Cape York,”
UP THE COUNTRY WITH added founder and managing director of
MERINO COUNTRY Merino Country, Kerrie Richards.
Jenna, who is from Birdsville in far west
Queensland, was delighted to be sponsored MORE INFORMATION
in her running challenge by activewear and www.facebook.com/runningforbums
underwear company Merino Country, whose www.merinocountry.com
origins are also in outback Queensland and You can donate to Bowel Cancer Australia at
is this year celebrating its 25th birthday. www.runningforbums.com.au
Jenna taking the opportunity on her run to visit
For information about bowel
An extension of the family Merino cancer, phone the Bowel Cancer
a shearing shed in NSW to see how the wool is
harvested for her running gear – and to have a wool enterprise, Merino Country was Australia helpline on1800 555 494 or
chat with the shearing team about bowel cancer. established 25 years ago to vertically visit www.bowelcanceraustralia.org12 OFF
FARM
EASY
RIDER
BE COOL IN WOOL
Filmed on Matthew and Cherie
Coddington’s property ‘Roseville
Park’ near Dubbo NSW,
a new campaign from UK brand
ashmei showcases the performance
benefits of Merino wool.
A new video and promotional campaign by leading sportswear brand ashmei – titled
‘Be Cool In Wool’ – champions the performance benefits of Australian Merino wool and
highlights it as a fibre for all seasons.
S ince launching back in 2012, UK-based
brand ashmei has established itself as
producing some of the world’s best activewear,
the help of Australian Merino wool.
ashmei is no stranger to Australia’s wool-
transport their customers to the fibre’s
origins, and ashmei designer Lucy Reeve
Smith has visited and worked on a wool-
known not only for its stylish designs but growing industry. Previous marketing growing property in South Australia to
also for its innovative fabrics and technical initiatives have seen the brand use the better understand how wool is produced.
performance. It has built this reputation with AWI-produced virtual reality headset to
This year, ashmei founder Stuart Brooke
visited Australia and, with the help of the
The film features Merino wool gear being in-house videography and marketing teams
tested for running as well as cycling. of AWI’s marketing arm The Woolmark
Company, has produced a stunning video and
series of images championing the benefits
of the fibre for cycling and running apparel
in a campaign called ‘Be Cool In Wool’.
Filmed on Matthew and Cherie Coddington’s
property ‘Roseville Park’ near Dubbo NSW,
the film features Perth-born adventure
cyclist Jack Thompson testing Merino wool
gear for its breathability, odour resistance
and thermoregulation properties for long
distance cycling and running, particularly for
the summer months. In the film, Jack plays
Gareth, a fictional Australian woolgrower who
is also a keen cyclist. Visiting his neighbour
(played by Sam Tourle of ‘Naroo’/‘The Springs’)
60 miles away, Gareth compares the latest
Merino wool cycling and running gear with
apparel made from man-made fibres. The film
draws on science to showcase the performance
benefits of wool and how it outperforms its
synthetic counterparts.OFF 13
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Taking advantage of the explosive growth
in demand for sportswear and activewear,
wool’s position as a technical fibre allows it
to meet increasingly demanding consumer
needs for comfort and performance. Wool
is recognised by leading sportswear brands
– such as ashmei – and manufacturers for
its technical benefits.
“You could say that Merino wool was the
principal driver for me launching ashmei
in the first place,” said Mr Brooke. “I found
myself running in Merino ski base-layers
that I’d had for years because they were
keeping me more comfortable than the
synthetic alternatives available at that time.
At this point I identified there was a gap
in the market for a sportswear brand that
focused on a no-compromise approach to
performance. Unsurprisingly, Merino wool
was a major feature in our debut collection.
“Our recent collaboration with The
Woolmark Company will help to shine a light
on the benefits of using Merino wool for
high aerobic exercise in warm conditions.”
PARTICLE
The film was released in time for the
northern hemisphere’s summer months and
has been shown on ashmei’s social media
channels, via 60 stores across North America,
Europe and Asia and has been picked up by
FEVER
numerous online media outlets.
MORE INFORMATION
To view the apparel and to watch the short
film, visit www.ashmei.com/becoolinwool
SLAM DUNKS WITH WOOL
Chinese sportswear label Particle Fever has designed a
series of wool-rich garments inspired by basketball, blurring
the lines between fashion and function and championing the
performance benefits of Merino wool.
F ollowing the success of AWI’s
collaboration with Chinese luxury
sportswear label Particle Fever last year, the
Director Lin Hai. “It’s an interesting and
unique combination, and even though
basketball is a strenuous game, we are
two brands have collaborated once again, showing our customers that you can still feel
this time unveiling a wool-rich athleisure cool whilst wearing wool.”
capsule collection inspired by basketball.
ashmei founder Stuart Brooke with Particle Fever’s fantasy basketball team of
Matthew Coddington at ‘Roseville Park’ in May. To promote the ‘Team Wool’ collection, creative and sporty individuals showcases
Particle Fever launched a pop-up the benefits of wool by highlighting its
basketball event in its Beijing store, beauty and how the natural fibre can be
featuring a hand-picked team outfitted in adapted to sportswear.
wool basketball jerseys and accessories
with a strong visual identity. The sportswear collection highlights a
variety of innovative techniques, patterns
The commercially available collection further and textures – from contoured wool fabrics
reinforces the position of Merino wool as and a moisture-wicking metallic weave
the ideal performance fibre as well as in the paneling, through to a custom houndstooth
growing market of athleisure, which blurs camouflage pattern. Each example reinforces
the line between fitness and fashion. the versatility and benefits of wool in the
sportswear category.
“Ever since the first athleisure
collaboration with Woolmark and “Our collaboration with Particle Fever offers
Lane Crawford, we kept exploring the our millennial customers a contemporary
possibilities of wool as a functional fibre, sportswear brand choice,” states AWI Country
and this time we’re very excited to bring Manager for China, Jeff Ma. “This collection
Matthew Coddington took the opportunity to visit
the ashmei showrooms in England during a visit to wool into basketball uniform-inspired demonstrates the unique benefits and
the country in June. garments,” said Particle Fever Creative features of Merino wool.”14 OFF
FARM
AFL CAPTAINS’ WOOLLY
WESTERN
DERBY
West Coast Eagles captain Shannon Hurn has joined AWI’s Fibre of Football campaign – and
on the eve of the Western Derby at the start of August, he caught up with Fremantle Dockers
captain and fellow campaign supporter Nat Fyfe in a photoshoot to promote Australian wool.
WOOL SHOWCASE P hotographed in retro woollen footy
jumpers, with some prize-winning
To have wool recognised as the fibre of
Australian football is only fitting given the
AT THE MCG WA Merino rams, the pair joined forces
to champion Australia’s wool industry –
strong social and economic ties the wool
industry has had with the game from its
supporting the farmers, shearers, transport very inception in the mid-19th century in
During a big weekend of footy at the operators, fashion designers and retailers country Victoria.
MCG last month, a pop-up shop was behind the natural product.
installed selling woollen supporter gear. The latest footy star to join the campaign,
Since 2014, the Fibre of Football campaign Shannon Hurn, comes from a sheep property
Round 20 at the MCG was always has highlighted the strong and enduring in the Barossa region of South Australia and
going to be big – with top of the table connections between Australian football returns to the farm outside the footy season
Richmond battling Geelong on Friday and the wool industry. Fremantle’s Nat to help at shearing time and to turn off lambs.
night, Hawthorn taking on Essendon on Fyfe, Geelong’s Tom Hawkins, Hawthorn’s He told AWI’s podcast The Yarn that he is
Saturday, and Melbourne clashing with Luke Breust, Melbourne’s Bernie Vince and proud to back the wool industry.
Gold Coast on Sunday. Channel 7 commentator Hamish McLachlan
have all shared their deep connection to the “Growing up in the country, it’s great to
Nearly 160,000 footy fans went through
fibre through a series of campaign videos. support the wool industry and the quality
the turnstiles with many stopping in at
a special pop-up shop installed at the
ground selling Fibre of Football woollen
supporter gear.
With temperatures barely scraping into
double figures, the high quality woollen
products – jumpers, scarves, beanies
and gloves – were not only perfect as
a momento of the supporters’ favourite
teams, but they were also ideal for
keeping the fans warm at the match and
onwards during the winter months.
The Hawthorn Hawks’ mascots at the pop-up
shop showing off the woollen supporter gear
in front of the cameras.
West Coast Eagles captain Shannon Hurn
and Fremantle Dockers captain Nat Fyfe
in a Fibre of Football photoshoot promoting
Australian wool.OFF 15
FARM
EMMA
products it creates. It’s great to see the
industry going well at the moment.
“We had champion Shannon Warnest shear
at home for many years and when my footy
HAWKINS
career is over I’d love to return to the farm,
it’s a family farm and it would be great to
continue it,” Shannon added.
Nat’s parents own a trucking company,
based at Lake Grace in Western Australia,
transporting sheep for a living.
“But nowadays I get to see more of the
AT HOME WITH JEANSWEST
finished products, after the fibre gets turned
into high-class garments and sporting
Fashion and lifestyle ambassador Emma Hawkins, the wife of
apparel,” Nat told AWI’s The Yarn. AFL star and Fibre of Football supporter Tom Hawkins, recently
helped promote the latest Woolmark-certified knitwear from
“I've worn Australian Merino wool every
year for the past five years at the Brownlow
Australian fashion brand Jeanswest.
Medal. Merino wool is a world-class
premium product, and so we're grateful for
all the work that our woolgrowers do across
the country.”
E mma Hawkins has a long history
with wool. She is the grand-daughter
of legendary Boonoke studmaster Basil
Nat attended a shearing school before he was Clapham and she was brought up at
drafted to the Dockers and says he would have Deniliquin in the Riverina district of NSW.
a go at shearing if asked, but noted it would Her husband, Geelong Cats footballing
take him well over an hour to shear one sheep. star Tom Hawkins, is also from the
Riverina, coming from a wool, cropping
Posters of Shannon and Nat wearing and rice property in Finley.
their woollen footy jumpers with the
Merino rams were distributed by the Farm Today they live on a small farm outside
Weekly newspaper in the week prior to of Melbourne that contains sheep and
the Western Derby. Angus cattle – and it was against this
beautiful backdrop that Emma was
photographed, along with daughter
WOOLLEN FOOTY Arabella, for a Mothers’ Day shoot,
SUPPORTER GEAR showcasing her favourite pieces from
AWI’s Fibre of Football campaign is not only Jeanswest’s Woolmark Australian Wool
promoting the rich heritage of the Australian Collection. The photos were promoted on
wool industry and Australian Football, it is the Australian fashion brand’s website
also placing Merino wool back into football and social media channels.
jumpers and supporter apparel.
“I feel very lucky that Jeanswest
The 100% Merino wool retro footy jumpers approached me for this very relaxed and
worn by Shannon and Nat in the photoshoot candid Mothers’ Day shoot to promote
were signed and then later that week my favourite Woolmark knitwear from
auctioned at the Lambex conference dinner Jeanswest,” Emma said. “Now it should
in Perth with proceeds going to beyondblue. be very clear that I am not a model and
The Dockers guernsey went to Rachel Browne would never attempt to be one, I am
of Chirniminup Dohnes, Nyabing, for $2,700 actually very awkward in front of the
and the Eagles guernsey went to WAMMCO camera! What I am, however, is a big
CEO Coll MacRury for an astounding $7,000. supporter of our local farmers and the
Well done to both. Australian Merino wool they produce.”
Emma with daughter Arabella on her and
The same Eagles and Dockers footy jumpers, The Jeanswest Woolmark Australian Wool her husband’s property. Emma is wearing
along with footy jumpers for the other AFL Collection is crafted each year from pure (top) Jeanswest’s Theresa Pullover and
teams, are available to purchase from the new wool and wool blends. The premium (bottom) Jeanswest’s Nishka Crossover
Pullover and Anabel Wool Blend Jacket.
official AFL online shop at www.shop.afl.com. knits not only look great, but are also
au. Other woollen supporter gear available super warm and machine washable.
“My Grandfather was a very well-known
from the website includes scarves, beanies
As a busy working Mum, Emma believes Merino Studmaster and my father always
and gloves, kids beanie knitting kits, V-neck
that with the right staple items you can taught me the value in wearing wool from a
jumpers, and ‘my first footy jumper’ for babies.
mix and match for most occasions. “I love very young age,” she said. “However, now we
The woollen footy supporter gear is also
black skinny leg jeans and boots worn have our own sheep I love seeing the process
available on the AFL clubs’ own e-stores.
with a delicious comfy wool jumper for from start to finish, and I have definitely
ultimate winter styling – and if I am understood the range in quality and fabrics,
MORE INFORMATION heading into work, I will add a boot with and I just can’t help but love home grown
Hear more from Shannon Hurn and Nat the heel and a leather jacket or long wool. It’s a beautiful fibre and as Australians
Fyfe in Episode 53 of AWI’s The Yarn jacket over to dress up an outfit.” we should be very very proud of it.
podcast at www.wool.com/podcast
www.fibreoffootball.com.au Emma says that living on the farm has
Shop at www.shop.afl.com.au certainly influenced what she looks for MORE INFORMATION
in a garment. www.jeanswest.com.au
www.emmahawkins.com16 OFF
FARM
WOOL WEEK
AUSTRALIA
Retailers, shopping centres, artisans and consumers threw their support behind Australia’s
eighth annual Wool Week, held from 24 May to 3 June to coincide with the start of the winter
retail season, with many retailers having window installations and online promotions.
A n initiative of AWI and its subsidiary The
Woolmark Company, Wool Week arose
from the global Campaign for Wool that aims to
wool at the forefront of shoppers’ minds.
“Thanks to the support of leading brands and
educate consumers about the natural benefits retailers, along with educational activities,
of wool and increase sales of wool product. Wool Week aims to reconnect consumers
with the versatility and natural benefits of
This year’s campaign was joined for the Australian wool and encourages conscious
third year running by shopping centre giant purchasing decisions,” Mr McCullough said.
Westfield which aligned its own Winter
2018 fashion campaign with Wool Week to “I applaud all retailers, brands, woolgrowers
champion the natural fibre. and consumers who have once again
thrown their support behind our annual
AWI CEO Stuart McCullough says Wool campaign and are ultimately increasing
Week is an annual celebration which puts demand for this premium fibre.”
A video shot at Dave and Skye Ward’s wool-growing Sportscraft store window created live during
property near Goulburn was played on a giant TV Wool Week by extreme knitter Jacqueline Fink.
billboard by Westfield in the atrium of its Bondi
Junction store.
Wool Week marketing collateral on garments
at Westfield Fountain Gate, Victoria.
Digital marketing from retailer KOOKAI M.J. Bale window display promoting the The spectacular window of Parlour X in Paddington
sent to its online news subscribers. ‘rebirth of wool’. (Sydney) showcasing Australian wool fleece.OFF 17
FARM
RETAILERS PROMOTE
OUR NATIONAL FIBRE
Westfield returned as a major partner, with
39 centres across Australia and New Zealand
promoting the fibre, the woolgrowers who
produce it and the retailers that sell it.
Wool Week advertising was promoted via
smart screens in Westfield centres, playing
short video content a total of 12.85 million
times. The campaign took customers back
to the source of the fibre, showcasing
woolgrowers Dave and Skye Ward and
family who farm near Goulburn, NSW.
Westfield’s website and e-newsletters
also had a wool takeover, with six articles
published highlighting the Woolmark The knitting installation by Natalie Miller at Westfield Sydney.
brand and designers such as Dion Lee’s
innovative uses of Australian Merino wool.
Fashion retailers utilising Wool Week to
help them sell more wool products included
CUE, David Lawrence, Helen Kaminski,
Icebreaker, KOOKAI, MARCS, Otto & Spike,
Oxford, Parlour X, R.M. Williams, SAAKI,
SABA. These and other major retailers cre-
ated window installations highlighting their
latest wool products available for winter.
WOOL WEEK EVENTS
AND ACTIVITIES
Westfields across Australia and New
Zealand also hosted exclusive wool-focused
activities to generate retailer and consumer
interest in Wool Week. Wool Week activities drew a crowd at Westfield Carindale, Brisbane.
For example, Westfield Sydney hosted
esteemed artist Natalie Miller who created
a live knitting installation, whilst Westfield
Doncaster (Melbourne) showcased a
collection of International Woolmark Prize
garments, in a celebration of the world’s best
emerging fashion designers.
Australia’s most-loved extreme knitter,
Jacqueline Fink, partnered with Sportscraft
to create an extreme knitting masterpiece in
the main window of its Pitt St store in Sydney.
Starting with one ball of wool, she spent five
days displaying her craft, with passers-by
treated to a unique view of extreme knitting.
In partnership with the Art Gallery of
NSW, she also hosted a series of workshops
in The Woolmark Company Making Space
Interior design workshop with Nicole Vastelias of LuMu at Westfield Bondi Junction.
which was set up near The Lady and the
Unicorn exhibition – a collection of rare
French medieval masterpieces mostly
made from wool and silk highlights. The
exhibition was supported by The Woolmark
Company and attracted more than 86,000
viewers whilst on display.
Amongst many other events across the
country, St Ives Shopping Centre on Sydney’s
North Shore hosted knitting workshops for
all ages, through which visitors could help
knit scarves to do be donated with its yearly
coat drive to those in need.
MORE INFORMATION
Hear more about Wool Week in
Episode 44 or The Yarn podcast
At the Art Gallery of NSW, participants were treated to an extreme knitting masterclass by Jacqueline
available at www.wool.com/podcast Fink using Australian Merino wool.You can also read
