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Woolmark in China

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robert99 robert99 Sweden Posts: 1360
1 12 Sep 2016

How wool could ride the eco-friendly wave to become fashion’s next ‘It’ fabric

With rising global interest in sustainable lifestyles, Woolmark looks to present wool from its Australian producers as a modern fibre both in premium fashion markets and growing markets such as China.

China already buys three-quarters of Australian wool exports, making it a key market for Woolmark. South Korea is an increasingly important market.

“In 2009 when other world economies collapsed, China kept a lot of things afloat. They were literally our saviour,” says McCollough.

The company held the 2015 International Woolmark Prize awards ceremony in Beijing, supported some of the smaller exhibitors at the 2016 Shanghai Fashion Week, and has wooed partners from the giant Nanshan Group to fashion brands such as the eco-friendly Icicle, which champions the use of natural fibres.