One of China’s top designer labels, Comme Moi, has debuted its Cool Wool capsule collection in Australia.
Founded in 2013 by one of China’s first super models, Lu Yan, the brand has been a long-term partner of The Woolmark Company.
Almost 80 per cent of the Australian wool clip is exported to China for processing and half of that processed wool is consumed in China at retail, with brands such as Comme Moi at the forefront of building demand for wool among a population of growing affluence.
The Cool Wool lightweight woollen garments are suited to warmer seasons and therefore are ideal for the variable conditions of Australia and the on-the-move middle class consumer.
As part of Comme Moi’s launch trip to Australia, AWI hosted an on-farm delegation to showcase the source of the fibre the brand uses in its designs.
Lu Yan travelled to Yass to better understand the source of Australian wool and the expertise needed to grow the fibre.
Lu Yan saw shearing and mustering and was accompanied by Cavan Station property manager, Matt Crozier, and AWI’s eastern hemisphere general manager, John Roberts.
She was shown shearing, common animal husbandry practices and management practices that ensure the health of the environment, the sheep and the sustainability of growing wool.
Lu Yan said of the experience: “I think it’s very nice to know how difficult it is to grow this wool and it’s a long process, I have so much respect for the woolgrowers now.”
Cool Wool is a collection of fine, lightweight fabrics suited to warmer climates and seasons.
The original Cool Wool program, launched by the International Wool Secretariat almost 30 years ago and used up until the late-1990s, was very successful.
Today, Cool Wool takes the concept of trans-seasonal apparel even further for the 21st century with even lighter weight fabrics and yarns.