Chinese influencer puts wool on radar

Chinese influencer puts wool on radar


Sheep
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ONE OF China’s most successful design labels COMME MOI has just launched its Cool Wool collection in Australia.

ONE OF China’s most successful design labels COMME MOI has just launched its Cool Wool collection in Australia.

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FARM TOUR: Australian Wool Innovation general manager of the eastern hemisphere John Roberts, designer Lu Yan, property owner Alasdair MacLeod and manager Matt Crozier, inspect wool on the Yass, NSW, property. Photo: AWI.

FARM TOUR: Australian Wool Innovation general manager of the eastern hemisphere John Roberts, designer Lu Yan, property owner Alasdair MacLeod and manager Matt Crozier, inspect wool on the Yass, NSW, property. Photo: AWI.

The label, which has been a long-term partner of The Woolmark Company, has created innovative garments made out of Merino wool, since it was founded in 2013.

As a part of COMME MOI founder Lu Yan’s visit to Australia, Australian Wool Innovation (AWI) hosted an on-farm visit to showcase the source of the fibre that the brand uses in its designs.

“It’s very nice to know how difficult it is to grow wool and it’s a long process, I have so much respect for woolgrowers now,” Ms Yan said.

AWI general manager for the eastern hemisphere John Roberts said the consumer market in China is growing.

“Whilst China takes 80 per cent of our wool clip, always less than 50pc of that stayed in China, because they didn’t really have the purchasing power at a consumer level, but that’s changed now as their economy continues to grow,” Mr Roberts said.

“Now more than 50pc is staying in China, and as China becomes more discerning, their desire to have more high-end products, like wool products, is growing, and that’s great for us.”

Lu Yan witnessed shearing and mustering first-hand on Alasdair MacLeod and manager Matt Crozier’s Yass, NSW, property, and was shown the process of harvesting wool, and common animal husbandry practices.

Mr Roberts said these visits are incredibly important in marketing wool across the globe.

“To come to Australia, and see it come from a sheep’s back, to smell a shearing shed, to see the properties and the work and the devotion that’s put into it – that level of provenance, that story really creates a romance with the industry and really enhances our ability to market the product,” he said.​

“Most of the delegations that come here leave with a whole new appreciation of what’s on the coathanger in the retail shop.”

Matt Crozier said it was a great opportunity to have Ms Yan visit their property, to showcase the start of the production line.

“Lu Yan is a very famous person in China, it’s been fantastic to host her on-farm and show her what we do, because she’s an influencer, and can promote wool by using it in garments across the world,” Mr Crozier said.

“We love the fibre, and love the fact that we can produce this wonderful, world-leading fibre in such a sustainable way.”

COMME MOI is at the forefront of building demand for wool amongst a population of growing affluence, with its Cool Wool collection made up of fine, lightweight fabrics suited to warmer seasons, climates and changing environments.

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