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Australia:Designer Isogawa’s wool fabric breathes fresh lease of life
in the controversy mired wool industry |
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2005-4-4
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In Akira Isogawa’s feather-weight wool fabric, the beleaguered Australian wool industry hopes to get a shot in the arm.
Developed by Isogawa who devised the knit with financial backing from Australian Wool Innovation (AWI), a wool industry research and advocacy body, the product has good market in exclusive department stores and markets of Paris, New York and London.
During the Paris Fashion Week last month, Barney''s in New York, Browns in London and Joyce in Hong Kong were among the high-end retail giants who snapped up his super fine garments.
Currently, the Australian wool industry is reeling under the after effects of the mulesing controversy what with anti animal activists carrying a battle cry campaign against the wool growers, makers and users.
Isogawa’s success has now come at the most opportune time, as a ray of hope for the industry to hit back and succeed.
"We''ve got a big job ahead of us counteracting the things in the press from the People for Ethical Treatment of Animals," said AWI product commercialisation manager Stuart McCullough.
"Engaging with designers like Akira is a big part of countering that rhetoric," he said. "We realise fashion flows from the catwalk down, so we spend money engaging with those partners to help build the profile of wool internationally and to increase sales."
AWI began working with Isogawa in February after the designer challenged it to develop wool knit with the drape and softness of silk.
"I wanted ultra-soft trans-seasonal wool that I could use for both my autumn/winter and spring/summer collections," said Isogawa.
Its unique loose-knit structure that makes the fabric easy to handle and soft to the touch, was what he really sought.
"The fabric has excellent breathability, and dispels the myth that wool is itchy and hot."
Wool sales in Europe and North America are expected to go up this season due to this ‘find.’
"Hopefully, the fabric we have developed with Akira will filter into his markets, the higher-end consumption markets, and then down into the larger market in general," Mr McCullough said.
As for Isogawa, the new knit is just another material to realise his extraordinary designs. |
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