High-performance wool fabrics showcased
AWI subsidiary Woolmark successfully raised awareness of the performance benefits of Australian wool at the recent Functional Fabric Fair trade show in Portland, Oregon, which is an important destination for the textile trade to source fabrics for outdoor, sports and lifestyle apparel.
Located in northwestern USA, Portland is an epicentre for the sports and outdoor apparel industry, with the likes of Nike, adidas and Columbia all headquartered there. Portland is also the location of one of the most important global trade shows for the industry, Functional Fabric Fair.
Held over three days in November, the trade show featured more than 330 suppliers showcasing their latest innovations in high-performance fabrics for the 2025/26 autumn and winter seasons. The event attracted a record number of attendees, including CEOs, designers, sourcing and material managers, and product development executives from global brands and retailers.
Promoting Australian wool
It is vital for the Australian wool industry that its fibre is well represented at this important trade show for the sports and outdoor apparel industry. Woolmark therefore exhibited at the show to engage with and help inspire the supply chain to include Australian wool in their upcoming collections.
“Functional Fabric Fair was a valuable way for Woolmark to increase awareness and demand for Australian Merino wool by promoting the natural and performance benefits of the fibre, by showcasing commercially available wool fabrics, and educating attendees about the services that Woolmark offers,” explained said AWI Trade & Education Extension Manager Americas, Angela Jabara.
“Our presence at the show was an important source of leads for business development. It enabled in-depth discussions and connections with the supply chain to bring wool to the forefront of their minds at a time when they are considering fibre and fabric choices for their future collections and product ranges.”
Merino wool is the ideal performance fibre due to attributes such as softness next to the skin, breathability, thermoregulation, elasticity and odour resistance. Furthermore, in contrast to synthetic fibres, wool is a natural, renewable and biodegradable fibre.
Engaging with the textile trade
The Wool Lab ‘Unrivalled’ theme book containing 118 wool fabric swatches for active sports to lifestyle.
The Woolmark booth at the show featured The Wool Lab sourcing guide to the world’s best commercially available wool fabrics and yarns, including its new ‘Unrivalled’ theme book containing 118 wool fabric swatches for active sports to lifestyle – see www.woolmark.com/thewoollab. Another highlight of the booth was a display of the Merino wool-rich uniforms of the Luna Rossa Prada Pirelli sailing team.
Foot traffic to Woolmark’s booth increased significantly compared to the previous year and there was a 32% growth in onsite meetings held.
In addition to exhibiting at the trade show, Woolmark held an industry networking event in the city of Portland that provided Woolmark staff with a more personal and in depth opportunity to showcase Woolmark’s offering and foster relationships with important trade stakeholders.
The key messages conveyed by Woolmark during the networking event related to the Woolmark+ roadmap to nature positive. the benefits of the Woolmark Certification Program, and Woolmark’s wool education initiatives, all of which participants could engage in after the trade show and thereby continue their engagement with Woolmark.
Wool education at University of Oregon
AWI Business Development (Sports & Performance) & Sustainability Manager, Americas, Monica Ebert, giving a presentation about wool to students.
The AWI Americas’ team took the opportunity of being in Oregon to host an event exploring wool, sustainability, and market intelligence at University of Oregon, an institution renowned for its textile and sport product design expertise. During this visit, they also met with key faculty and toured the school’s new Innovation Building. The activity provided a great opportunity to further grow Woolmark’s relationship with this important university.
The event began with Woolmark providing information on the unique benefits of wool and its sustainability credentials. Students then watched the Woolmark’s latest eco campaign videos and joined in a lively discussion on sustainability and how they approach sustainable fashion.
This article appeared in the Autumn 2025 edition of AWI’s Beyond the Bale magazine that was published in March 2025. Reproduction of the article is encouraged.
