MEDIA RELEASE 23 July
Growers can follow the journey of their wool and have their own district knitwear brand
Wool growers can follow the journey of their wool from bale to retail and
potentially have their own district knitwear brand through a new supply program
announced by Australian Wool Network.
This move answers a long felt need by many growers who want to know where their
wool goes which is a desire experienced by many primary producers and is
consistent with the 'paddock to plate' trend that is so prevalent today with
AWN's 'direct network advantage' (DNA) wool supply program was developed as a
result of their purchase of knitwear manufacturer Hysport Pty Ltd.
Kangaroo Island is the first district to join the scheme and have their own
brand which will be available at 230 retail outlets around Australia including
airports, which also gives access to international travellers and plans are in
place to distribute the products through major airports and retailers throughout
An important marketing device for consumers will be a QR tag (Quick Response
Code) on each garment that can be scanned by a smart phone to show a video of
how Kangaroo Island wool is produced. This innovation is expected to have strong
appeal to international consumers.
One of the products to be available under this scheme is the luxury knitwear
label MerinoSnug, one of Hysport's premier clothing brands which is made from
Australian merino wool and New Zealand possum fur.
Manufactured wholly in Australia using state of the art 'whole of garment'
knitting machines, the MerinoSnug knitwear range is in high demand particularly
from the tourism and travel retail sector. The finished garment is very warm to
wear and light in weight.
Wool growers around Australia are now being invited to join AWN and submit wool
that meets a range of specifications suitable for the DNA program and the end
Australian Wool Network Managing Director John Colley said they preferred the
term wool marketing rather than wool broking to describe their business.
"We started in 1999 with a vision to bring wool growers and processors closer
It sounds simple and the first steps were to work more closely with the existing
processors which has worked well and we still use this approach today.
"But we wanted to go further and link the woolgrower and their wool to the
garment and this we achieved last year when we purchased Hysport.
"By controlling wool processing from bale to retail we are in charge of some of
the associated costs, enabling us to potentially offer a better price for
specific wool types, as well as be much more aware of consumer desires.
"We believe that the DNA program will appeal to wool growers wanting to make a
genuine contribution to driving demand for their wool as well as those looking
to take advantage of the benefits that come when selling their wool direct," he
Wool growers wanting to find out more about the DNA wool supply program should
contact their local AWN Wool Specialist or visit
Released for Australian Wool Network by Dennis Rutzou Public Relations (www.drpr.com.au)
For further information please call Dennis Rutzou on 0411 510 888.