Curtis Wool Direct

New products tap into other markets

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New wool products are being developed including wool-covered sneakers developed with Adidas in Germany, a wool rain-resistant trench coat, and a fully waterproof raincoat for the outdoor adventure market.

“With our research and development, we’re really after ‘ten-x’, a ten-fold increase, a quantum leap,” Mr McCullough said. “You can chip away, but what’s going to turn us on is seeing some quantum leaps in post-farm research. To have wool in a shell garment, useful for Nordic sailing, or a waterproof trench coat which is 100 per cent wool, no polymers, no silicon, no membranes, fantastic, what an innovation!”

Wool Innovation also is bringing back marketing Cool Wool, reviving the slogan and lightweight woollen materials.

It has doubled the number of retail partners over the past five years.

Woolmark Blend Cool Wool is partnering with more manufacturers in hot countries, including South-East Asia, India, China, Italy, Japan and Turkey.

Source: AWI

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