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Australian Wool Innovation (AWI) will showcase its new Merino Casual and Merino Touch^TM collections at the September edition of Première Vision, the World’s Premier Fabric show^TM, to inspire buyers and merchandisers for the autumn/winter 2011/12 season.

The Merino Casual collection comprises garments and fabrics with distinctive textures and finishes, created using a range of dyeing and finishing techniques.

This unique collection demonstrates the natural versatility of Merino wool, combining comfort and functionality with a relaxed style. The range is suited to street or casual wear, as well as everyday and party wear.

The collection builds on the success of last year’s inaugural Merino Casual collection.

AWI general manager of product development and commercialisation Jimmy Jackson says the Merino Casual collection addresses the global trend towards a more casual style of dressing.

“Busy lifestyles and changing workplace fashions have reduced the need for consumers to have multiple wardrobes – and there is also an increasing desire for individualism,” Mr Jackson explains.

“Today’s consumers are seeking garments that are versatile, that can be worn in different situations and environments, and that ultimately save consumers’ time, effort and money.

“To enable wool to take advantage of this global trend towards a more informal style of dressing, AWI has worked closely with the manufacturing industry to develop new processes which give the Merino Casual collection a range of unique effects on wool.”

New colouration techniques using coating, printing and injection systems enable innovative urban designs.

We have used the 3-D Merino innovation, shown last year in knitwear, to good effect this year in wovens. The unique felting properties of Merino wool have also been used, creating new textures and aspects for versatile and individual casual wear.

AWI will also be exhibiting at Première Vision a new Merino Touch^TM woven coating fabric made from mercerised Merino yarns which have been woven in such a way as to create cashmere like softness and silk like sheen – providing a touch of luxury in an affordable garment.

Also on display will be examples of other Merino Touch^TM garments from the industry’s most innovative manufacturers, demonstrating how these manufacturers have embraced the Merino Touch^TM concept and made it their own.

Mr Jackson says Australian Merino wool is well known as one of the finest and softest fibres in the world, but thanks to the innovative mercerising Merino process, it now feels even finer and softer.

“The process of mercerising makes the Merino wool feel on average two micron finer, which gives the Merino Touch^TM collection such an incredible softness and smooth surface finish,” Mr Jackson explains.

“The commercial garments that will be on display at Première Vision demonstrate that manufacturers can produce classic garments that look and feel luxurious, yet be reasonably priced. Retailers will be able to offer new ranges with the drape and fluidity of silk and the touch and sheen of cashmere, but with the performance and price point of Merino wool.”

AWI will be exhibiting the Merino Casual and Merino Touch^TM collections at Stand 6R6-6S5.

A brochure and a comprehensive supplier listing are available from your local Woolmark representative. Further information is available at www.wool.com/collections

AWI is also sponsoring a special award at this September session of Première Vision that will be featuring the second edition of the PV Awards.

AWI regional general manager for Europe Nagy Bensid says the ‘2010 Special Woolmark Prize’ will be presented to the company putting forward the fabric that best distils the splendour of wool innovation and the beauty of 100 per cent natural fibres, with a high majority of wool.

“By sponsoring this award, we are endeavouring to turn the spotlight on wool, and distinguish and reward textile excellence,” Mr Bensid says.