Australian Wool Innovation (AWI) has joined forces with one of India’s largest menswear brands, Park Avenue, to launch a range of products in Asia and the Middle East using Australian Merino wool.
Park Avenue’s latest Australian Merino wool collection includes a new machine-washable wool suit – due for release in retail stores across India in April 2008 – which meets the rising demand for quality ‘easy care’ clothing. The suit is also an environmental initiative that eliminates the need for time-consuming and ecologically-harmful chemical dry-cleaning.
“India is Australian Merino wool’s fourth largest customer. With Australian exports to India increasing by 27 per cent annually over the past 5 years, we recognise the importance of this market now and in the future,” said AWI’s chief executive officer, Craig Welsh, who was in Mumbai last week visiting AWI partners.
“Partnerships with key retailers such as Park Avenue ensure Australian Merino wool product is gaining position within the apparel markets domestically, and for India’s ever-growing export market,” he said.
Park Avenue is currently sourcing innovative knitwear products through AWI and working with three Hong Kong-based knitters. A range of mercerised, easy-care and easy-iron knitwear products are expected to hit the Indian market for the upcoming season later this year.
AWI is also working with Raymond Ltd to produce a high-performance travel suit, which is under final development and expected to be launched through the Park Avenue label into retail stores later in the year.