Iris & Wool’s perennial tribute to mums
South Australian farm-to-fashion brand Iris & Wool has partnered with AWI’s marketing arm The Woolmark Company to launch its Autumn Winter 2024 ‘Perennial’ collection of Merino wool garments which celebrates mothers across Australia.
Emily Riggs and her husband, fifth generation woolgrower Tom, live at Burra in the mid-north of South Australia where the family farms more than 30,000 hectares of mainly pastoral country and runs about 15,000 Merinos.
Emily launched her Iris & Wool knitwear brand in 2019. Since then, the brand has grown from strength to strength to become well known across the country for producing timeless Merino wool designs of the highest quality for women, men and children.
Emily Riggs, founder of Iris & Wool, is a big advocate of Australian wool.
“We have always been a purpose-led brand, and we’re focused on helping consumers understand that fashion is more than the clothes you wear. It’s knowing how they got there, who made them, and where they’ll end up,” Emily said.
Emily found fashion at just nine-years-old when she was diagnosed with Non-Hodgkin’s Lymphoma while her mother was also battling cancer. While her mother sadly lost her battle with cancer a year into her treatment at the age of 43, Emily discovered that fashion afforded her an outlet for creative freedom. Years later when Emily found love with Tom, she merged her love of fashion with Merino wool.
The Perennial collection
Iris & Wool’s latest Woolmark-certified collection – named ‘Perennial’ – draws inspiration from the everlasting beauty of the iris flower, which blooms year after year, and was her mother’s favourite flower.
The new Perennial collection is Iris & Wool’s tribute to mothers everywhere. In addition, Iris & Wool is donating beanies to all newly diagnosed children in South Australia in partnership with the Childhood Cancer Association, plus $1 from each sale to be donated to Childhood Cancer Association.
“I know how tough it is losing a mum or a mother figure in your life, and as a mum myself now, I am so thankful we can give back to charities helping prevent this from happening to others. This initiative is also a reminder to pause and reflect on the incredible work mums and motherhood figures of all forms, shapes, and sizes do day-in and day-out to help those around them,” Emily said.
The new Woolmark-certified collection is quality tested and soft next-to-skin, and includes an array of dresses, skirts, trousers, jumpers and vests which can be mixed and matched for a wool wardrobe that can be cherished for years to come.
“Iris & Wool embodies the spirit of Australian woolgrowers through an unwavering commitment to quality and community. This collaboration between AWI and Iris & Wool underscores a mutual appreciation for Merino wool’s unique attributes and benefits,” said AWI CEO John Roberts.
Woolgrower endorsement at launch
The collection was launched at an intimate event in Sydney in the lead up to Mother’s Day, hosted by Australian fashion icon and mother-of-two, Kate Waterhouse, daughter of Gai and Robbie Waterhouse.The event was attended by Sydney’s fashion world – from David Jones to Vogue – and woolgrowers. It offered an intimate moment for guests to touch, feel, and immerse themselves in the intricate details and textures that define the collection.
Woolgrower Angela Field of the family-owned company T.A. Field Estates says the event was a fantastic launch of the Iris & Wool collection.
“Seeing top fashion figures celebrate Emily, her brand, and Merino wool was special for me as a woolgrower. I wish Emily all the best as she continues to celebrate the farm-to-fashion journey with beautiful Merino wool garments,” Angela said.
Fellow NSW woolgrower Anthea Sutherland of ‘Pooginook’ said, “It was a wonderful event showcasing a stunning collection by a young Australian designer who is truly dedicated to producing garments from Australian Merino wool. The collaboration with AWI and Iris & Wool is to be celebrated and makes a Merino wool producer proud to be associated with this industry.”
The Woolmark Company is providing marketing support across its digital and social media channels to help promote the new Iris & Wool collection. It also featured in AWI’s In the Shops brochure.
More information: www.irisandwool.com
This article appeared in the June 2024 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.
