News

Dormeuil unveils new 'iconik' cloth

31 October 2013

Dormeuil and The Woolmark Company have unveiled ‘iconik’ at the Long Museum in Shanghai. The latest masterpiece from the house of Dormeuil, ‘iconik’ is made from superfine Australian Merino wool and certified by The Woolmark Company, the global authority on Merino wool.

AWI CEO Stuart McCullough presents Chinese designer Ban Xiaoxue with an award acknowledging his design using the new iconik fabric
AWI CEO Stuart McCullough presents Chinese designer Ban Xiaoxue with an award acknowledging his design using the new iconik fabric.

A new creation that exemplifies Dormeuil’s renowned research and 171 years of heritage, the luxury cloth is being launched with an exclusive designers’ exhibition titled ‘be iconik’. The private exhibition featured seven talented Chinese designers - Chi Zhang (menswear), Kay Kwok (menswear), Wang Yutao (menswear), Ban Xiaoxue (womenswear), Rico Au (womenswear), Gu Haixia (accessories) and Lin Jing (furniture) - who have each interpreted ‘iconik’ in their own field of expertise to craft outstanding, one-of-a-kind creations.

The event itself is an inaugural collaboration between Dormeuil and The Woolmark Company in recognition of the wool industry. Dormeuil Group president Dominic Dormeuil explains: "iconik is first and foremost a tribute to all the Australian fine Merino woolgrowers. Without them, Dormeuil would not have existed.

"Since 1842 Dormeuil has always had a passion for innovation, creativity, performance and quality. We will never compromise on quality and ‘iconik’ represents all the true values of Dormeuil in a market, which is searching for authenticity and sustainability."

The Woolmark Company Chief Strategy and Marketing Officer Rob Langtry explains: “In a market that is increasingly searching for both luxury and substance, ‘iconik’ represents the very best. The combination of lightweight, natural and luxurious Merino wool presented in a range of superb contemporary looks will appeal to the intelligent, discerning consumer.

“These days it is a matter of looking good and feeling good about what you wear and Dormeuil has once again proven it is the leader in form, function and authenticity.”

Presenting the diversified possibilities of ‘iconik’, along with its ultimate comfort and lightweight sensation, Dormeuil and The Woolmark Company have together co-written a new chapter in the history of the world’s finest cloths, blending timeless tradition and expertise with the pinnacle of modern technology. 

About ‘iconik’

Contemporary, lightweight, comfortable and high performance – these qualities define this new luxurious cloth. Obtained through the use of a modern finishing technique especially researched for this new fabric, the technically advanced cloth has a modern matte appearance and slight stretch for comfort. Made of superfine Australian wool with a weight of 250g, the versatile and durable ‘iconik’ is lightweight, superfine and can be worn all-year round. The collection comprises of false plains, micro-designs, subtle stripes and delicately coloured overchecks in a range of elegant and striking blues that makes this latest offering resolutely different and striking, whilst maintaining the Dormeuil signature.