Initial AWI investment still making waves
Following the commercial success of its first Merino wool swim shorts launched two years ago in collaboration with The Woolmark Company, iconic French swimwear brand Vilebrequin has continued to expand its range. This proves the triumph of not only Merino wool’s versatility but also The Woolmark Company’s brand partnership strategy.
Vilebrequin is a French luxury brand specialising in swimwear and ready-to-wear for men and women. The brand opened its first store in 1971 and today has a global presence in more than 60 countries.
In its pursuit of finding new markets for Australian wool, AWI subsidiary The Woolmark Company in 2022 teamed up with Vilebrequin to launch a set of Woolmark-certified swim shorts. So pleased was Vilebrequin with the retail sales that the brand expanded its range the following year – and it has continued to expand the range further this year.
Advertising by French swimwear brand Vilebrequin of its 2024 collection of Merino wool swim shorts and beach shirts.
Vilebrequin’s Merino wool collection now features swim shorts in a range of Merino wool fabrics, colours and styles. To complement the swim shorts, Vilebrequin has also launched a collection of 100% Merino wool summer shirts, ideal for the beach and casual gatherings. More wool products are under development.
“Our collaboration with Vilebrequin is a real success story for Australian wool,” said AWI Regional Manager Western Europe, Damien Pommeret.
“The Woolmark Company’s investment with Vilebrequin in 2022 introduced the brand to the versatility and benefits of Merino wool which resulted in buoyant sales of its initial range of wool swim shorts. Since then, the brand has subsequently invested in expanding its wool range year after year, with no further financial outlay from The Woolmark Company.”
“This is an example of how a one-off investment by The Woolmark Company in a brand partnership continues to build demand for wool in future years, providing long-term benefits for Australian woolgrowers.”
- Damien Pommeret, AWI Regional Manager Western Europe
While driven by innovation and drawn to Merino wool’s performance qualities, Vilebrequin also prioritises sustainability and is attracted to the natural, renewable and biodegradable properties of wool. Being a swimwear company, Vilebrequin is particularly impressed that wool does not contribute to microplastic pollution of the oceans.
More information: www.vilebrequin.com
Students create womenswear swimwear collection
In an educational initiative supported by The Woolmark Company and Vilebrequin, students from the Institut Français de la Mode (IFM), the highly prestigious French Institute of Fashion, have worked on a practical six-month project to create a range of elegant wool bathing suits for women.
The project, known as ‘Woolen Waves’, was part of the 2024 IFM-Kering Sustainability Certificate program. During the six months of intensive work, the students championed the natural eco-credentials of wool as an alternative to synthetic fibres and their polluting microplastics.
In March, the swimwear was presented at a unique event held at the Palais du Luxembourg (Senate) attended by a diverse audience of fashion professionals and a prestigious jury.
This article appeared in the June 2024 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.
