News

Merino wool highlighted as a premium product at TexWorld USA

29 July 2015

Add a little luxury to your day by choosing premium, natural fibres such as Merino wool. TexWorld USA visitors experienced the innate versatility and luxury of Merino wool and the natural benefits it brings.

TexWorld USA
Add a little luxury to your day by choosing premium, natural fibres such as Merino wool.

The power of premium products was a key topic of discussion at the 19th edition of TexWorld USA, held July 21 to 23 in New York City.

With 947 exhibitors from more than 40 countries taking up residence at the Jacob K. Javits Convention Center, exhibitor numbers and show space was up by 25% for the summer show.

The Woolmark Company Director of the Americas, Michelle Lee, joined a panel of industry professionals to discuss the value and power of premium products. Alongside Supima VP Marketing & Promotions Buxton Midyette and Lenzing Director Business Development Denim Tricia Carey, the panel - moderated by Fabrikology Founder Karla Magruder - focused on how to create premium products and add luxury to the everyday.

With representatives from Ralph Lauren and Converse in the audience, as well as designers, CEOs and product developers, the seminar allowed The Woolmark Company to highlight Australian Merino wool as the ultimate natural fibre and premier ingredient in luxury apparel.

“As the world becomes a more casual place, we are seeing major brands increasingly interested and educated in Merino wool’s versatility,” Ms Lee said.

“Traditionally, wool was seen as mainly a fibre used in men’s suits. Yet whilst it is still the premier fibre for high-end wovenwear, there was a lot of discussion about other uses for wool and the rise of the fibre in outdoor apparel.”

Following the widespread uptake of Merino wool for next-to-skin apparel, such as base-layers, a large number of the world’s leading outdoor brands are now incorporating the latest Merino wool innovations into their collections, with wool becoming more prominent in outerwear apparel. Reflecting the changing face of the apparel market, the world is experiencing a rise in sports luxe apparel, with consumers buying up sportswear-turn-streetwear, resulting in traditional fashion brands incorporating an element of activewear into their collections.

“Trade shows such as TexWorld are important for The Woolmark Company, as they allow us to not only promote the latest innovations in wool, but also connect with our global partners who attend the show.”