2008 News

Australian wool creates alliance with top Indian clothing label

26 March 2008

Australian Wool Innovation (AWI) has joined forces with India’s largest menswear brand, Park Avenue, to launch a pioneering range of products into Asia and the Middle East using Australian Merino wool.

Launched in 1986, Park Avenue is one of India's premium lifestyle brands, presenting the market with the latest in international fabric, styling, colour and fashion trends.

Park Avenue’s latest Australian Merino wool collection includes a new machine-washable wool suit - due for release in retail stores across India in April 2008 - which meets the rising demand for quality “easy-care” clothing. The suit is also a proud environmental initiative that eliminates the need for time-consuming and ecologically-harmful chemical dry-cleaning.

“India is Australian Merino wool’s fourth largest customer. With Australian exports to India increasing by 27 per cent annually over the past 5 years we recognise the importance of this market now and in the future,” said AWI’s Chief Executive Officer, Craig Welsh, who was in Mumbai last week visiting AWI partners.

“Partnerships with key retailers such as Park Avenue ensure Australian Merino wool product is gaining position within the apparel markets domestically and for India’s ever growing export market,” he said.

The suit is the result of a joint product development initiative between AWI, and Raymond Ltd, one of the world’s largest manufacturers of suiting fabric and owner of the Park Avenue men’s label.

Raymond Ltd has created a special finishing application for the machine-washable suit through their garmenting division Silver Spark, using a wool/poly 60/40 blend creating the machine washable properties. This was followed by selection of inter-lining using new garmenting technology to make it compatible with the wool/poly fabric.

Park Avenue is currently sourcing innovative knitwear products through AWI and working with three Hong Kong-based knitters. A range of mercerised, easy-care and easy-iron knitwear products are expected to hit the Indian market for the upcoming season later this year.

AWI is also working with Raymond Ltd to produce a high-performance travel suit which is under final development and expected to be launched through the Park Avenue label into retail stores later in the year.