The wool promotion body, Australian Wool Innovation (AWI) is eyeing the $50 billion global sportswear industry in its quest for greener pasture.
To achieve this end, the AWI is showcasing wool blended t-shirts and casual wears at the largest trade show for the industry, being held in Germany.
It is being predicted that wool-blend sportswear will be priced at a higher end, yet shoppers will be willing to pay more, said AWI's Len Stephens.
Wool doesn't have a big share in the biggest and fastest growing apparel of sportswear, he said.
Australian merino wool in the sports market has marginal share, so this effort of attracting buyers in the trade show in the sports segment will be a step in the right direction.
marketing@alchempro.com
