New Cable collection highlights Australian wool

Since its launch in 2007, Cable has emerged as a prominent Australian womenswear brand and a respected specialist in the art of knitwear. Cable’s designs embody the warmth and relaxed spirit of Australian life.

The family-owned Australian brand is authentically steeped in the country’s wool heritage. Founder and Creative Director Georgina Austin has a long family history that is intertwined with the wool industry. Her great-great-grandfather founded Thomas S. Beaumont & Sons, a pioneering buyer of Australian superfine Merino wool and the starting point of four generations of wool buyers.

This legacy is reflected in Cable’s knitwear collections that are centred around high-quality Merino wool.

Cable’s new Heritage 365 collection

The Heritage 365 collection, which was launched in April, continues to reflect the brand’s commitment to its origins, heritage, and relationship with Australian wool. The new collection features iconic Cable styles made from 19.5 micron Australian Merino wool.

“Heritage 365 reimagines our origins. With respect for tradition and styled for today, we’ve reimagined signature silhouettes – including our original Long Wrap cardigan,” Georgina said.

Each piece is named after a member of Georgina’s family or a wool-growing region that has shaped Cable’s story. From superfine staples to longline knits, socks, gloves and beanies, every piece blends the breathable comfort of Merino wool with Cable’s refined aesthetic. The collection has been designed for layering, longevity and year-round luxury.

“In the world of textiles, few materials match the versatility, comfort, and sustainability of Merino wool. You can do a lot of beautiful things with wool. We promote our products as investment pieces and so we need to have a very good quality yarn to back this up. Wool stands out for its natural properties and enduring appeal,” Georgina said.

Proudly certified by Woolmark for fibre content and performance, the Heritage 365 collection continues to reflect Cable’s focus on quality.

“Cable prides itself on achieving the highly coveted global Woolmark certification, a global benchmark of excellence in the textile industry,” Georgina said.

“In an era where consumers are increasingly discerning about the products they buy, Woolmark certification offers a seal of approval that signifies quality, performance, and sustainability. The team at Cable is proud that our Merino wool knitwear exemplifies this mark of excellence.”

Marketing of the collection

To promote its Heritage 365 range of Australian Merino wool knitwear, Cable has rolled out a marketing campaign that includes stunning imagery and videos of the new collection photographed at the historic Mount Hesse property in south-west Victoria. The magnificent visuals are being used in the brand’s digital, social and in-store promotion of the collection.

On its website alongside the online store, Cable promotes the benefits of wool including the fibre’s biodegradable, renewable, odour resistant and temperature regulating properties. Cable also includes a dedicated page highlighting what Woolmark certification means and the benefits it provides for consumers, and another page on how to care for Merino wool apparel including laundering and storage tips.

In addition to its online store, Cable has 22 of its own brick-and-mortar stores, plus a presence in many more boutiques and stockists across Australia, including David Jones.

Woolmark is supporting in-store activations about the Heritage 365 collection at the flagship stores of David Jones on Elizabeth Street in Sydney (12 May – 8 June) and Bourke Street in Melbourne (10 June – 7 July). Woolmark has also provided training about wool to 80 of Cable’s retail staff with a focus on the new collection.

The Heritage 365 collection that has been launched in Australia uses more than 5,500 kg of Australian Merino wool. The brand plans to also launch the collection overseas.

More information: www.cablemelbourne.com/pages/cable-heritage-365-collection

This article appeared in the Winter 2025 edition of AWI’s Beyond the Bale magazine that was published in June 2025. Reproduction of the article is encouraged.