Australian MerinoFresh wool can be cleaned with a quick rinse in the shower and are selling like hotcakes
How about a shower with your wool suit on?
Australian Wool Innovation Limited’s MerinoFresh brand is based on the world’s first rinse-and-clean “shower suit” technology – allowing products woven from Merino wool, such as suits, trousers and skirts, to be cleaned after wear using a domestic shower. The Australian wool industry (AWI) hopes MerinoFresh will significantly increase the demand for Merino wool.
According to AWI chief executive Craig Welsh, the suit was the ideal solution for busy career people. Garments need only be placed on a suitable hanger and spray rinsed in the shower for three to four minutes using clean, warm water at about 40°C. This removes smog, dirt, smoke, smells and most common water-based stains, provided they aren’t too ingrained.
The garments can then be drip-dried which, depending on the fabric weight, normally takes around three to four hours at room temperature. Provided the garments are hung correctly and carefully on the hanger, no ironing is required. The “shower suit” was launched in Japan last year, selling more than 70 000 in the first 12 months. Japanese clothing manufacturer Konaka has now placed an order for 170 000 suits, bringing the total to about 250 000 in Japan alone. Craig says the Japanese experience has only scratched the surface of the shower suit’s potential. According to Stephen Mahoney of Global Public Relations, Australian Wool has launched their version of the shower suit at Premiere Vision in Paris, France on 25 September 2008. ‘Shower suit’ is the trade name used only in Japan by Konaka. The global terminology is MerinoFresh.”
MerinoFresh has been developed with the environment in mind. Its special wet-cleaning properties are achieved without fluorocarbon stain repellents, and when simple showering doesn’t remove water-based stains, a solution of mild detergent is generally all that’s required.
he manufacturing process is straightforward. First the base fabric is stabilised to avoid shrinkage. Next, specialist sewing and making-up techniques are applied and the garment seams, creases, trims and accessories permanently set.
Australian Wool Innovation is currently transferring the MerinoFresh technology to companies in China, India and Korea, and will continue into Europe and elsewhere following MerinoFresh launches at Premiere Vision in Paris and Inter-Textile in Shanghai. The next step is a series of global one-on-one retail workshops starting this month. “During the workshops we’ll encourage the retail brands to develop their own products incorporating their own style, colour and supply chain partners,” Craig says. |fw
