Australian retailers unite for Campaign for Wool

28 May 2015

For the fifth consecutive year, Australia has celebrated Wool Week in style, as part of the global Campaign for Wool which urges consumers to ‘Live Naturally... Choose Wool’.

Scheduled to coincide with the start of the mid-winter retail season, Wool Week - held in May - played host to a series of events, which involved the campaign’s retail partners across the country helping to educate consumers about the natural benefits of wool and increase sales of wool product.

Following the success from previous Wool Weeks, Australian Campaign for Wool retail supporters created some beautiful in-store installations and window displays to help sell more wool. Major brands such as Sportscraft, Jigsaw, Kookai and M.J. Bale also proudly championed the natural benefits of wool by setting up online wool shops and crafting blog posts dedicated to Australian Merino wool.

Fred the Merino ram visited Jigsaw’s Pitt Street store to kick-off Wool Week Australia’s celebrations

Fred the Merino ram visited Jigsaw’s Pitt Street store to kick-off Wool Week Australia’s celebrations.

A special shopping night was also held at Sydney’s newest premium shopping hub, Macquarie Centre. A major partner for Wool Week Australia, Macquarie Centre invited the public to come and shop in the name of wool as it played host to 40 uniquely crafted sheep sculptures, a magnificent giant wool installation and special offers during its distinctive shopping night. It also welcomed Merino rams Fred and Truffle to help showcase the complete farm to fashion journey as shoppers were reminded to live naturally and choose wool.

With Australian designers having access to the world’s best Merino wool, fashion brands bassike, Camilla and Marc and hip new womenswear label Être Cécile adopted the slogan ‘I wool if you wool’ to design and produce limited edition T-shirts to celebrate Wool Week. Sourcing premium fabrics from Charles Parsons’ Merino State collection, Camilla and Marc and Être Cécile opted for a 100 per cent Merino wool single jersey while bassike selected a Merino-silk jersey fabrics made from 85 per cent superfine Merino wool. Available until sold out, these Tees are another way for consumers to wear their heart on their sleeve and support Australian woolgrowers.

Australian tailor M.J. Bale proudly championed the top 10 things they love about wool

Australian tailor M.J. Bale proudly championed the top 10 things they love about wool.

Iconic Australian designer Jenny Kee and fashion boutique Parlour X partnered with the Campaign for Wool to celebrate the launch of Jenny Kee’s new 100 per cent Australian Merino wool collection, A New Beginning. Known for her fusion of fashion and art, Jenny Kee has been adored the world over for her iconic knitwear inspired by the flora and fauna of Australia. Collaborating with AWI, Kee’s new Woolmark-certified collection uses Zegna Baruffa yarn and is available online at

 Interior textiles were not forgotten, with Koskela creating a beautiful in store wool installation.“The Woolmark Company continues to partner with and support the global Campaign for Wool, an initiative which from its inception has gone from strength to strength," explains The Woolmark Company Managing Director Stuart McCullough. "In Australia alone, more than 30 major retailers have thrown their support behind the campaign, becoming actively involved in Wool Week celebrations with beautiful window displays and in-store installations. We applaud all of the Australian brands who continue to support the campaign and champion wool. 
“With Australian designers and fashion brands having access to the world’s best Merino wool, consumers are encouraged to make conscious purchasing decisions, wearing their heart on their sleeve and support the Australian woolgrowers.”

Woolgrowers and fashion lovers were united at the exhibition’s official opening on 2 May, which sees NERAM’s extensive collection of Australian art paired with stunning garments from the coveted International Woolmark Prize. The Art of Wool exhibition, which runs until 2 August, illustrates not only the significance the Australian wool industry has had in shaping the nation, but also the true versatility of the premium and natural fibre.