Australian fashion and lifestyle brand Sportscraft has partnered with Australian Wool Innovation’s (AWI) marketing arm, The Woolmark Company, to create and launch a 70-piece collection of traceable Australian Merino wool garments.
As a long-standing Woolmark licensee, Sportscraft’s deep association with Australian wool is reflected in its latest traceable collection.
“We’re proud to have been the first Australian brand to sign on with The Woolmark Company in 1964 to provide quality knitwear,” said Elisha Hopkinson, CEO of APG & Co, which owns Sportscraft. “In celebration of this long-standing partnership, our new collection tells the story of local farmers and the expert craftsmanship behind each product. 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.”
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. The collection features fiber sourced through a sustainable supply chain, direct from Australian woolgrowers.
The collection features fiber 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 New South Wales, takes center stage in Sportscraft’s marketing as one of the many woolgrowers that provide quality Merino wool for the collection.
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Westside uses sustainable practices including tree planting, pasture renovations and waterway regeneration to ensure the land will thrive for years to come.
“We support Australian brands promoting the amazing qualities of home-grown Australian wool and congratulate Sportscraft on such an initiative,” Reynolds said. “It’s great to be able to trace our product to where it may finish up and what sort of garment it becomes.”
Featuring Woolmark-certified pieces that are reminiscently Australian, the collection is comprised of timeless classics that will be handed down for generations. 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 look book of the collection and a page showcasing Reynolds’ farm as a source of the fiber. Each page provides customers with a direct link to the online store where the garments can be purchased.