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27.03.2020 Source: AWEX
AWEX EMI 1442
Micron 17 1868 +20
Micron 18 1763 +6
Micron 19 1671 +9
Micron 20 1623 -24
Micron 21 1621 -24
Micron 22 1620n -23
Micron 26 1081n -14
Micron 28 868 -2
Micron 30 680 -8
Micron 32 409 -12
MCar 1021 +20

World’s first Merino wool boardshort

World’s first Merino wool boardshort

Fast Facts:

  • Surf legend Kelly Slater's brand released the world's first Merino wool boardshort, in partnership with The Woolmark Company.
  • The partnership drives new opportunities for Australian wool, opening new markets as wool return to swimwear.
  • The board short uses the innovative OptimTM fabric, co-created by AWI and Nanshan.

The project:

Lifestyle brand Outerknown - the brainchild of surf legend Kelly Slater and designer John Moore - has worked with The Woolmark Company to create the world’s first boardshort crafted from 100% Australian Merino wool.

outerknown-header.jpg

We delivered:

Developed and certified by The Woolmark Company, Outerknown’s Woolaroo boardshort hits the surf, with a strong environmental mission. Using the latest OptimTM spinning techniques, Merino wool fibres are pre-stretched and spun into yarn before being woven to create the fabric used in Outerknown’s Woolaroo. The innovative fabric - co-developed by The Woolmark Company and The Nanshan Group - then super contracts creating a highly compact fabric and the ‘jammed’ weave structure delivers a resilient handle able to withstand surf conditions. Made entirely out of nature’s original performance fibre, Merino wool’s natural benefits come into their own in the world-first Woolaroo. Naturally breathable and resistant to odour, the Woolaroo is quick-drying and wind resistant for post-surf comfort and the fibre’s natural softness and drape offers freedom to move in the waves and on the sand.

The results:

  • World’s first 100% Merino wool boardshort
  • 25% sell-through in only first two weeks
  • Sold into 10+ retailers
  • More than 4 million social impressions
  • Featured in more than 10 publications
  • More than 65 million publication reach
  • Woolaroo launch was largest event at Kelly Slater’s Surf Ranch and was the number one item sold that day
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