Merino wools aiming at the booming fitness wear market
- By: "Farm Tender" News
- Ag Tech News
- Aug 02, 2017
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Iconic Asian luxury department store Lane Crawford has collaborated with Australian Wool Innovation’s marketing arm, The Woolmark Company to launch two wool-rich athleisure collections by Helen Lee and Particle Fever.
Under the theme of Fitness x Fashion and featuring Chinese supermodel and fitness enthusiast He Sui, the collections are available in Lane Crawford stores across China and Hong Kong and at www.lanecrawford.com highlighting the natural versatility, beauty and benefits of Australian Merino wool as the ultimate performance fibre.
The fast evolution of Merino wool in the sports and outdoor fabric market has seen manufacturing volume grow 10% year on year and generated an extra 1 million kilograms of extra demand in that time. It is a market segment that Australian Wool Innovation regularly engages with via initiatives such as The Wool Lab Sports and at global trade shows that show the latest innovations and ideas.
“As part of Lane Crawford’s commitment to supporting emerging Chinese talent and design innovation, we are excited to be collaborating with The Woolmark Company on two worldwide exclusive collections with designers Helen Lee and Particle Fever,” said Lane Crawford Chief Brand Officer Joanna Gunn. “This range incorporates Merino wool into innovative and technical athleisure garments that showcase the versatility of the sustainable fibre and its importance to the future of fashion.”
With the theme of Work Out Work, Helen Lee’s collection aims to motivate people to get moving and aspire a healthier, balanced lifestyle. Her layered looks combine modern prints in contrasting colours such as bright yellow and grey, while the use of lightweight and versatile Merino wool fabrics make each garment easy to combine and extremely comfortable to wear.
“The fabrics I used are in fact incredibly light and breathable, and this project has completely changed my perception of wool. I aimed to design athleisure pieces in this capsule collection that are practical and easy to mix and match, but also comfortable, stylish and trendy,” Lee said.
“Right from the beginning of my design process, I prioritised functionality over aesthetics,” said Particle Fever chief designer Lin Hai. “Drawing the inspiration from Merino wool, I hope to bring up that wool-rich athleisure collection can also be stylish and innovative.”
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