Merino Coolmax puts Shanghai in a spin
The debut of the AWI–INVISTA fibre Merino Coolmax® has been described as one of the most exciting new developments in knitwear in years
A new lightweight fibre to maximise comfort and protection using Australian Merino wool has featured at the international fashion knitwear trade fair, Spin Expo, in Shanghai.
Called Merino Coolmax®, and developed through a collaboration between AWI and international synthetics manufacturer INVISTA, the fibre has been described by Spin Expo organisers as one of the most exciting new developments seen in knitwear in recent years.
The blending of Australian Merino with INVISTA’s well-known synthetic Coolmax® creates an oval-shaped, ridged, ‘hydrophilic’ fibre, which attracts moisture and then draws it away from the body.
AWI’s global product development manager, Jimmy Jackson, says Merino Coolmax®, originally developed as performance wear, has crossed over into the fashion market, for anything from lingerie to haute couture, with several key international retailers already interested. The collaboration extends the life of the Merino fashion program from winter into spring, Mr Jackson says, satisfying the need, particularly in Europe, for lightweight knitwear.
The new product was showcased in March in Shanghai – which has emerged as an international fashion centre – at one of the machine knitting industry’s main events, the Spin Expo spring/summer 2008 season fair. Although AWI has a smaller profile at the spring Spin Expo than its winter sister show,
Mr Jackson says it is important that AWI maintains its presence. “Most of our focus is on the autumn/winter market, but you’ve got to keep the momentum,” he says. “There are two major shows of the year and people will come by to see what you’re doing if you have a continuous presence.”
Being involved in the spring event has also exposed Australian Merino to new markets already opened by the collaboration with INVISTA, he says. “It gives us the opportunity to talk to manufacturers and buyers who don’t have any Merino in their range. It opens up a new customer base that might not otherwise think about wool.”
More information: www.merinoinnovation.com
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