The Yarn

Ask most consumers what a wool garment looks like and chances are they will picture a jumper, a coat or perhaps a finely tailored suit. Founder of Australian wool fashion brand, Homestead Road, Bridgitte Brooks wants them to think again.

In this episode, we hear from Bridgitte on her journey as a fifth-generation Western Australian wool producer and first-time fashion label founder.

Tom Hooke from East Loddon Merino Stud in the Riverina has written a fascinating Nuffield report looking into the potential for using regenerative farming principles across the vast the Pastoral regions of Australia. His AWI-funded scholarship took him to some amazing places and people, and Tom is excited to bring the ideals and the benefits to Australian pastoral enterprises.

George Millington has recently returned from China with grounds for sustained optimism for wool. Hear what the AWI Chairman has to say about supply, ongoing demand for wool and the latest developments in on farm research.

"Built for work, worn for life" is the RB Sellars motto and a perfect fit for the Merino wool campaign with Woolmark. RB Sellars CEO and woolgrower Jim Gall speaks about his optimism for wool and the celebration of our natural fibre as part their popular clothing range.

Opinions about how to market the world’s greatest natural fibre are not hard to find, however listening to the person actually in charge in very enlightening. Laura Armstrong the Head of Demand Creation at Australian Wool Innovation/Woolmark explains how wool is promoted in an age of the digital marketplace, influencers and social media.