Timeless apparel from Swoolly by Scanlan
Western Australian apparel brand Swoolly by Scanlan is creating retail demand for the state’s wool by making its sweaters with Merino wool grown by clients of family-owned Scanlan Wools based in Fremantle.
The Scanlan name has been well-known in the Western Australian wool industry for many years: Fremantle-based Scanlan Wools, established in 1986 by Peter and Margaret Scanlan, is a broker and merchant that has been buying and selling West Australian wool for nearly four decades.
More recently, with the help of their five daughters and the Scanlan Wools team, the company is not only marketing their clients’ wool as a raw fibre, they are also directly creating demand for Western Australian wool through the manufacture and retail of wool sweaters through the Swoolly by Scanlan brand.
The Swoolly being modelled by the family and team at Scanlan Wools in Fremantle.
Classic, versatile wool products
The first step for the family into retail began in 2018 when Peter and Margaret’s daughter Emily and her cousin Leanne launched a range of childrenswear products made from 100% Australian Merino wool. Then in 2020, the family launched a quality knitted sweater known as the Swoolly which is produced with a machine-washable worsted yarn made from 19.5-micron Western Australian Merino wool – soft, lightweight and comfortable to wear.
While the classic half-zip Swoolly for men and women continues to be a versatile wardrobe favourite, the product range has expanded into other classic sweater styles, such as crew and V-neck, made with Western Australian wool. For women, there is also a 100% Merino wool tailored blazer and pants, and classic camel coat made from a 70% felted wool fabric – which are manufactured in Fremantle. Accessories include a 100% Merino wool baby blanket and beanie.
Emily Linke who oversees retail development at Swoolly by Scanlan, says the brand focusses on creating enduring designs that reflect the Australian lifestyle.
“We believe in quality over quantity, in being the opposite of fast-fashion, and making products that are versatile and will last a lifetime. Our sweaters are perfect for layering or wearing on their own, and their timeless and trans-seasonal design means they’ll never go out of style,” Emily said.
“Our products are all available to purchase via our website, but we are exploring options for wholesale partnerships in the domestic market and also looking at exporting into India.”
Keeping things local
Emily says Swoolly by Scanlan uses wool from Scanlan Wools’ own wool-growing clients in its sweaters which ensures traceability and a good provenance story.
“At Swoolly by Scanlan, we're proud to partner with farmers who share our values and respect for local ecosystems. Because we can trace where our natural fibre comes from, we can ensure higher quality as well as higher animal welfare standards and better land management.
“Consumers are increasingly interested in where their products originate. We can verify that the wool we use in all our sweaters is grown on sheep grazing the clean pastures of Western Australia and all our garments are designed right here in Fremantle. Our latest selection of women’s apparel is also manufactured here.”
With Swoolly by Scanlan continuing to expand its product range and markets, the brand acknowledges on its website the help that was provided by AWI when the brand was starting out.
“The assistance and expertise of the team at Australian Wool Innovation was crucial in starting our journey taking ‘farm to fibre to fashion’ – and on the zipper pull of every Swoolly proudly sits the Woolmark logo,” Emily added.
More information: www.swoolly.com.au
This article appeared in the September 2023 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.
