Feb 19, 2018
Comme Moi launches Cool Wool collection in Australia
Feb 19, 2018
One of China's most successful designer labels Comme Moi has unveiled its Cool Wool collection in Australia and visited a wool growing property to better understand the source of the fibre. With a strong retail, online and social presence across Greater China, the brand’s decision to branch out into the Australian market points to the versatility of wool.
The lightweight wool garments are suited to warmer seasons, climates and changing environments and are ideal for the variable conditions of Australia and the on-the-move middle class consumer.
Founded in 2013 by one of China's first supermodels, Lu Yan, the brand has been a long-term partner of the Woolmark Company and has showcased the most inspiring and innovative Merino wool garments since the brand's inception.
Almost 80 per cent of the Australian wool clip is exported to China for processing and half of that processed wool is consumed in China at retail, with influential brands such as Comme Moi at the forefront of building demand for wool amongst a population of growing affluence.
As part of Comme Moi's trip to Australia, AWI hosted an on-farm delegation to showcase the source of the fibre that the brand uses in its designs. Lu Yan travelled to Yass in New South Wales to better understand the source of Australian wool and how it grows.
Lu Yan witnessed shearing and mustering first-hand, and accompanied by property manager Matt Crozier and AWI's general manager for the Eastern Hemisphere, John Roberts, was shown the process of harvesting wool, common animal husbandry practices, and management practices that ensure the health of the environment, the sheep and the sustainability of growing wool.
Lu Yan said of the experience: "This is the first time I have visited a wool farm. It's so big; the landscape, the view, it's fantastic. I have even more respect for the woolgrowers after seeing the sheep, the shearing process and the long, difficult process in producing wool."
John Roberts said that delegations like this one are extremely important for marketing wool and "that to see it come from a sheep's back, to smell a shearing shed, to see the properties and the work and the devotion that's put into it - that level of provenance, that story really creates a romance with the industry and really enhances our ability to market the product."
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