Envisioning the day in the Australian fashion industry when women can experience the true nature of a classic fibre is what ultimately led a fourth generation member of wool growers into fashion designing.
Penny Merriman, Narrabri, launched online fashion label, Lady Kate, in 2014 after her family’s 115 years of wool growing tradition spun Ms Merriman in a completely different direction.
“I often giggle at myself when someone calls me a fashion designer, since it’s mostly about the chance to showcase a fibre that’s been a part of my entire life, in ways wool producers can be proud of,” Ms Merriman said.
Concerned that Australian fashion stores are “not telling the best story of Australian Merino wool”, Penny embarked on a tough journey, designing a range of women’s Merino wool knitwear.
“It has been a huge learning curve and I am still learning – if I knew what I do now about how steep the journey was going to be, I am not sure I would have begun, but now I see why it is so important,” she said.
Since the Merriman family has produced fine and superfine wool from sheep for more than a century, Penny knows the potential and versatility of the unique fibre very well.
“Inspiration came from this reason exactly, coming from a family who grew wool and had so much pride in this fibre, it’s devastating to see such a lack of quality Merino wool in the shops,” Ms Merriman said.
“I thought if I could design a line of quality Australian Merino wool jumpers to suit the contemporary woman, then they would see the difference between what they thought wool feels like to wear and what it’s really like,” she said.
“Consumers need to know that it’s a luxurious and versatile fibre that doesn’t have to feel itchy or uncomfortable.”
Lady Kate garments are all designed by Penny and are made by an Australian Woolmark licensee, with 17- to 21-micron Australian-grown wool, sourced from Italian and Japanese mills.
Launching her third winter collection this year, she resurrects a classic wool garment by the creative use of flattering cuts and and contemporary colours.
“This winter’s collection is developed from the designs I have used over the years, but tweaking them to the current seasons colours or textures – as I go forward with the business, I am able to refine what designs customers are returning for,” Ms Merriman said.
Believing the successful showcasing of Australian Merino wool lies in selecting the right micron for the right garment, Lady Kate garments are designed to represent wool’s qualities in the best light.
“Each design always attempts to showcase the type of the wool in its best form, for a super soft, lightweight jumper, I would only ever use 17-micron wool but I could use 19-micron wool in a chunky cable knit, which someone can be snuggled by – this decision is crucial to the end product,” she said.
After three years, Lady Kate is now reaching widespread growth as a fashion label showcasing a luxurious fibre, with about 30 per cent of sales return customers.
“Lady Kate customers now know the quality and durability is there – it’s disappointing when you search for a stylish wool jumper in stores, only to find Australian Merino wool available as a 22-micron cardigan blended with cashmere to give it softness,” she said.
Wool deserves to be a luxurious fibre women want to wear – it takes one bad experience to change someone’s perception and about four or five positive ones to change it back – so that’s what I am trying to do.
- Penny Merriman
“As a fine-wool grower, you want to see the work into growing a beautiful fibre turned into a quality garment.
“It’s almost like a hollow victory – you’re happy to see Australian Merino wool on the shelves, but you know it’s not showing the best of the industry.”
Now on Ms Merriman’s annual calendar is a trip to the Sydney Royal Easter Show, where she exposes her latest winter collection.
With access to a large cross-section of visitors at the main event, Ms Merriman said this has been the most rewarding part of her journey.
“I get to hear firsthand how they can’t believe how soft and beautiful the garments are.
“To know that I am playing a role in changing a lot of Australians’ perception of what they have known wool to be is incredible,” Ms Merriman said.
At this stage, she is creating her knitwear range and scarves, however there is scope to expand into woven woven wool garments such as blazers, coats and trenchcoats.
“Being such a versatile fibre, the possibilities are endless and I want to keep growing as an advocate for such a important part of Australian industries,” she said.
The Australian wool industry has experienced the ebb and flow of demand over the years; however Ms Merriman believes this has helped prepare her business for the future.
“There is a fashion industry trend towards Australian Merino wool and this is definitely helping my business.
“If I was to have begun this even 10 years ago, I think I would have seen a different outcome,” she said.
“Wool deserves to be a luxurious fibre women want to wear – it takes one bad experience to change someone’s perception and about four or five positive ones to change it back – so that’s what I am trying to do.”
