New Cable campaign ‘For The Love of Wool’

Since its launch in 2007, Cable has emerged as a preeminent Australian womenswear brand and a revered specialist in the art of knitwear. In addition to its online store, Cable is about to open its 18th brick-and-mortar store and has more than 80 independent stockists across Australia / New Zealand, plus a concession in David Jones on Elizabeth St in Sydney.

Founder and Creative Director Georgina Austin has a long family history that is intertwined with the wool industry. Her great-grandfather founded Thomas S. Beaumont & Sons, a leading buyer of Australian superfine Merino wool and the starting point of four generations of wool buyers. This legacy continues with the knitwear of Cable, which is centred around high-quality Merino wool.

Cable Founder and Creative Director, Georgina Austin.

Georgina says Cable has an unwavering dedication to crafting luxurious, enduring wardrobe essentials with a focus on exceptional fabrics.

“In the world of textiles, few materials match the versatility, comfort, and sustainability of wool. You can do a lot of beautiful things with wool. We promote our products as investment pieces and so we need to have a very good quality yarn to back this up. Wool stands out for its natural properties and enduring appeal,” Georgina said.

A key element of the brand’s new Autumn/Winter 2024 collection is a range of Australian Merino wool knitwear that has been certified by The Woolmark Company. The Woolmark logo on these garments indicates that the products contain 100% pure new wool and meet a range of performance measures.

“In an era where consumers are increasingly discerning about the products they buy, Woolmark accreditation offers a seal of approval that signifies quality, performance, and sustainability. The team at Cable is proud that our Merino wool knitwear exemplifies this mark of excellence,” Georgina said.

“We take pride in our approach to everything we do, in particular our ongoing support of the Australian wool industry and our longstanding certification with Woolmark.”
- Georgina Austin, Founder of Cable

Cementing Cable’s commitment to 100% Australian Merino wool products, the brand will launch a new Cable Heritage Year Round 100% Australian Merino wool collection in Autumn/Winter 2025. This Woolmark-certified knitwear collection will feature iconic Cable styles and will be shoppable 365 days a year for the global customer.

Cable’s ‘For The Love of Wool’ campaign

Sarah Houston, Victoria Watson and Anna Byrne, who feature in Cable’s online and in-store campaign promoting Woolmark-certified Australian Merino wool apparel.

To promote its latest range of Australian Merino wool apparel, Cable launched a marketing campaign in the lead up to Mother’s Day to celebrate three remarkable women – woolgrower Sarah Houston, wool trader Victoria Watson and fashion writer Anna Byrne – who are connected by their unwavering passion to preserving the heritage of Australian wool.

The campaign, titled ‘For The Love of Wool’, which featured the three women wearing Australian Merino wool garments from the Autumn/Winter 2024 Cable collection, was rolled out online and in Cable’s fleet of stores across Australia.

As part of the campaign, Sarah, Victoria and Anna were each featured in instalments of the ‘Cable Conversations’ series, during which the three women opened up about the unique opportunities and challenges they’ve encountered in the wool industry, and detailed the driving force behind their passion for wool.

See below for extracts from each of the women’s conversations. Head to www.cablemelbourne.com/blogs/news/for-the-love-of-wool to read the full conversations.

More information: www.cablemelbourne.com/collections/australian-woolmark-certified

Woolgrower Sarah Houston

Sarah is pictured wearing Cable’s Stone Oxford Wool Coat and Merino Check Jumper.

Sarah Houston is a third-generation woolgrower and mother of four living on a remote sheep station in Hay, NSW. With a family history spanning more than a century in the wool industry, Sarah's connection to wool runs deep. Growing up on her family's property, she learned the ins and outs of wool production from a young age, fostering cherished memories of shearing sheds and farm life.

“My family has grown fine Merino wool on our family property, ‘Jimenbuen’, south of Cooma, NSW, for over 100 years,” Sarah said.

“Sheep is what I knew as a young girl. We grew wool and wore wool because it's so cold there. My brother and I helped Dad in any way we could. Fast forward a few years, and I married my husband Rowan, whose family have also produced wool in Hay, for over a century. We have four boys: Jim, 17; Archie, 15; Harry, 12; and Bill, 11. They are re-living our childhoods surrounded by wool-growing sheep.

“I am really proud that both our families have contributed to the Australian wool industry for so many years. It can be a tough way to make a living, but it is a wonderful way to live.

“It is a testament to both our families that they have ridden out the tough times, which has meant enjoying the good times when they roll around.

“Wool is the most incredible product! It is natural, renewable, sustainable, and beautiful. It keeps you warm, cool, and safe from fire, not to mention that wool products never seem to go out of fashion!”

Wool trader Victoria Watson

Victoria is pictured wearing Cable’s Black Oxford Wool Coat and Lucerne Merino Jumper.

Victoria Watson is a mother of three from Melbourne. When Victoria's husband James passed away from leukaemia last year, she found herself navigating life as a single mother and as the new director of her husband's second-generation wool trading business, Watswool. With determination and resilience, she continues her late husband's legacy, while championing the Australian wool industry.

“Being involved in the business keeps me connected to James and gives me great purpose in an industry I am passionate about. I am so proud to be able to continue his legacy with a great team behind me, and I am excited for the future,” Victoria said.

“I get goosebumps when I walk into the wool store. The smell of greasy sheep's wool is unique and, for those involved in the trade, it holds a significance that reflects our connection to the land, our heritage, and our contributions to the agricultural industry.

“My three daughters are all very passionate about the industry, so maybe one day I can hand the Watswool flag over to them so they can continue their family's legacy in wool.

“Despite the challenges, there are many opportunities in this incredible industry and different pathways for women to consider.

“As one of the only female business operators, I would love to contribute to the success and advancement of the wool industry while breaking down barriers for future generations of women entrepreneurs.”

Fashion writer Anna Byrne

Anna is pictured wearing Cable’s Evans Wool Coat, Merino Long Wrap Cardigan and Merino Diamond Crew Jumper.

Anna Byrne is a mum of two living in Geelong, Victoria. Anna's connection to wool is woven with memories of childhood sheep shows in Bendigo and more than a decade with the Herald Sun reporting on fashion's finest. As a mother, freelancer, and advocate for sustainability, she is passionate about showcasing the heritage and innovation of Australian wool to modern consumers.

“Growing up in Bendigo, I have many memories of attending the Australian Sheep & Wool Show as a child and even modelled in one of their runways as a teenager,” Anna said.

“As a fashion journalist, I’ve also had the opportunity to cover various stories that highlight the significance and innovation within the wool industry. These include reporting on events like the International Woolmark Prize and exhibitions that celebrate the use of wool in fashion.

“Through storytelling, we can capture the rich history, traditions, and cultural significance of wool production in Australia, ensuring that these narratives are passed down to future generations.

“Storytelling also serves as a powerful promotional tool, allowing us to showcase wool's unique qualities and versatility. By sharing stories of innovative designers, skilled artisans, and iconic moments in fashion history, we can highlight the beauty and value of wool as a fabric. These stories not only educate consumers but also inspire them to appreciate and support the Australian wool industry.”

This article appeared in the June 2024 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.