Traceable collection from farm to fashion
To help build demand for its Merino wool apparel, Chinese womenswear brand Edition is showcasing to consumers one of the wool-growing properties in Victoria from which it sourced the fibre for its latest collection.
In collaboration with AWI’s marketing arm The Woolmark Company, Chinese brand Edition launched in August its first traceable Merino wool collection. The collection uses premium superfine Merino wool from Australia and showcased Gerard and Sabrina Watt’s 800-hectare ‘Woodbine’ property in Balmoral, Victoria.
Edition is owned by EPO Fashion Group, which has a strong market share and influence in China.
The new Woolmark-certified collection features a range of ready-to-wear items – such as sporty jumpers, nautical striped tops, deconstructed suits, shirts and coats – that are simple yet fashionable, reflecting the values and complementing the lifestyle of modern, independent women in China.
Back to the source
As sustainable fashion becomes increasingly popular with female consumers in China, the new collection utilises QR code technology to provide supply chain transparency and traceability. Each product in the collection has a swing ticket with a QR code for consumers to trace and check the authenticity and origins of the products.
By scanning the QR code, consumers gain access to the Woolmark Mini Program where they can find information on the production process, the origins of the Merino wool, and the stories behind each design and product.
The new collection is also being promoted through Edition’s website and social media channels. In an accompanying video featuring the Watts, Gerard explains that the family produces a quality product as well as it possibly can.
“The country here is really well suited for Merino sheep. With the climate and the management, we can create a good balanced diet to keep the fibre soft, consistent and sound. Producing quality wool without compromising the welfare of the animal is really important to us,” Gerard said.
In the video, Sabrina added, “There is nothing more beautiful than parting the wool on the sheep and seeing the spectacular fibre that has a beautiful colour and softness – that’s something really special.”
Another video shows the apparel being modelled back at its source, at ‘Woodbine’ where the Watts produce their high-quality wool sustainably. The video emphasises the deep bond between the fifth-generation family, the land and their sheep. It shows that by living in harmony with nature, the woolgrowers provide their 7,000 sheep with quality feed, care and comfort.
Back to the source: apparel from the new collection in a photoshoot on the very same farm that grew the wool in the garments.
Back to the source: apparel from the new collection in a photoshoot on the very same farm that grew the wool in the garments.
Traceability aids marketing
AWI Country Manager for China, Jeff Ma, says Chinese brands are very keen on marketing their products’ sustainability, and supply chain traceability is an important component of this.
“Edition was the first Chinese brand to visit an Australian wool-growing property in more than three years (due to COVID travel restrictions) for the purpose of collaborating on this traceable Merino wool collection,” Jeff said.
“AWI and Edition together strive to provide high-quality, environmentally friendly wool clothing that reflects the fashion and lifestyle of contemporary Chinese women. We appreciate Edition's efforts in aligning with sustainable fashion and our philosophy.”
“Partnering with this leading Chinese fashion brand helps promote the natural quality and origin of Australian Merino wool, driving new demand for the fibre in womenswear.”
- Jeff Ma, AWI Country Manager, China
AWI thanks Sabrina and Gerard for their support with this project, as well as the team at Nutrien Wool who helped make the connection.
More information: www.edition.com
This article appeared in the December 2023 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.
