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An innovation hub for the woolgrowers of Australia

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15.10.2020 Source: AWEX
AWEX EMI 1117 +95
Micron 17 1732n +124
Micron 18 1532 +129
Micron 19 1304 +123
Micron 20 1160 +102
Micron 21 1145 +118
Micron 22 1086n +66
Micron 26 748 +78
Micron 28 515 +32
Micron 30 439n +11
MCar 754 +53

Developing wool shoes

Developing wool shoes

Fast Facts:

  • AWI's technical and marketing teams have driven new growth for wool in the footwear industry.
  • An increasing number of brands are innovatively using Australian wool in performance shoes, such as these APL®
  • The APL x Merino sneaker was sold into more than 20 global retailers.

The project:

Athletic Propulsion Labs® (APL) unveiled its most sustainable and lightest running shoe to date, partnering with The Woolmark Company to launch the APL TechLoom Breeze Merino Wool collection.


What we delivered:

APL partnered with The Woolmark Company to engineer and create the first technical-knit footwear certified by Woolmark. It is also APL's first foray into using Merino wool. The brand soon after released a Woolmark-certified apparel range. The partnership allowed APL to gain access to The Woolmark Company's technical teams and supply chain connections. Each shoe features 80% Australian Merino wool, innovatively knitted with APL’s patented, stretch-rebound TechLoom upper. This unique combination delivers greater elasticity, strengthens the shoe and allows it to naturally hug the foot for maximum support, especially during performance and sports lifestyle activities.

The results:

  • First Woolmark-certified technical knit shoe
  • 28% sell-through on shoe in only the first three weeks
  • Currently the shoe is sold out in most colours and sizes
  • Shoe sold into 20+ retailers
  • More than 3 million social impressions
  • Featured in more than 10 media publications
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