Skip to main content

Your internet browser is out of date and not supported by this website. For the best viewing experience on, please update your browser to one of the options below.

Welcome to

An innovation hub for the woolgrowers of Australia

You may also be interested in

30.06.2022 Source: AWEX
AWEX EMI 1430 -44
Micron 17 2749 -51
Micron 18 2247 -66
Micron 19 1762 -59
Micron 20 1494 -74
Micron 21 1451n -43
Micron 22 1419n -26
Micron 26 691n +11
Micron 28 417 -6
Micron 30 337 -8
Micron 32 222n +7
MCar 910 -15


With the tag line ‘Australian quality, from land to garment’, Sportscraft and The Woolmark Company have promoted a 70-piece collection of traceable Australian Merino garments.

Australian fashion and lifestyle brand Sportscraft partnered with AWI’s marketing arm, The Woolmark Company, to create and launch a 70-piece collection of traceable Australian Merino wool garments that champion the eco-credentials of the fibre and its journey from land to garment.

As a long-standing Woolmark licensee, Sportscraft’s deep association with Australian wool is reflected in its latest traceable collection which was launched last month.

“We’re proud to have been the first Australian brand to sign on with The Woolmark Company in 1964 to provide quality knitwear. In celebration of this long-standing partnership, our new collection tells the story of local farmers and the expert craftsmanship behind each product,” said Elisha Hopkinson, CEO of APG & Co which owns Sportscraft.

“We care about the provenance of our wool and the people who create it. As part of our broader commitment to improving the transparency of our supply chain, the journey behind Sportscraft’s premium Merino wool is fully traceable, from land to garment.”

“We’re proud to partner with Australian woolgrowers committed to protecting the landscape we call home.”
- Sportscraft

With Sportscraft’s strong focus on providing a transparent view of the supply chain, consumers can learn the story behind the garments in the collection, from the land where the wool was grown through to the final garment.

Traceable Australian wool collection


The wool-growing property of Michael Reynolds from the Adelong district of NSW was featured in the Sportscraft marketing campaign.

The collection features fibre sourced through a sustainable supply chain, direct from Australian woolgrowers. Sixth-generation farmer Michael Reynolds of ‘Westside’, a property located in the Adelong district of NSW, takes centre stage in Sportscraft’s marketing as one of the many woolgrowers that provide quality Merino wool for the collection.

Run with minimal environmental impact by Michael and his wife Margaret for more than 40 years, Westside is a family farm that includes a beautiful mix of permanent creeks and native bushland.

“Passion for producing quality wool and sustainable use of the land drive our business.”
- Michael Reynolds, woolgrower

The Reynolds use sustainable practices – including tree planting, pasture renovations, and waterway regeneration – to ensure their land will be cherished for years to come.

“We support Australian brands promoting the amazing qualities of home-grown Australian wool and congratulate Sportscraft on such an initiative,” Michael said.

“It's great to be able to trace our product to where it may finish up and what sort of garment it becomes.”

Marketing the timeless garments


Window display at David Jones promoting the new Sportscraft collection.

Featuring Woolmark certified pieces that are reminiscently Australian, the collection is comprised of timeless classics that will be handed down for generations to come.

The garments – which include jumpers, trousers, coats, blazers and cardigans – are available to purchase online on the Sportscraft website, in its brick-and-mortar stores across Australia, and in David Jones.

The marketing of the collection included a take-over of the Sportscraft website’s homepage, along with a special page showcasing a lookbook of the collection and a page showcasing the Reynolds’ farm as a source of the fibre. Importantly, each page provides customers with a direct link to the online store where the garments can be purchased. The digital component of the promotion also included a social media campaign and an e-newsletter mailout.

Hard copy promotional material was also placed in-store and in the windows of Sportscraft and David Jones shops, and ‘out of home’ advertising was placed in key city locations in NSW and Victoria.

More information:


This article appeared in the June 2022 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.

Articles That Might Interest You
US Marketing Campaign Feel Merino
The Woolmark Company has launched the US marketing campaign, Feel merino, to educate consumers about wool’s benefits for sportswear. Read more
Wool is the answer to plastic-free fashion
AWI continues to drive demand for Australian Merino wool, championing the eco-credentials of the fibre as the answer to plastic-free fashion. Read more
Mind Body Green partnership
AWI’s marketing arm Woolmark partners with Mind Body Green to champion the eco-credentials of Australian Merino wool. Read more