Examples of imagery used in the promotion of the new Sportscraft x Woolmark collection.
Australian lifestyle brand Sportscraft has partnered with AWI’s marketing arm, The Woolmark Company, to create and launch a 53-piece collection of Australian Merino wool garments that champion the eco-credentials of the fibre.
As we start to prepare for cooler weather Down Under, leading Australian lifestyle brand Sportscraft continues its journey with The Woolmark Company, releasing a new autumn/winter campaign that highlights the natural beauty of Australian Merino wool and the woolgrowers who produce this 100% natural fibre.
The marketing of the new Woolmark-certified collection stars Merino woolgrower Rosie Mitchell, from ‘Kingslea’ near Jugiong, NSW. Rosie is the fifth generation of the family on the land, being the great great granddaughter of Charles Mills of Uardry – so Merinos definitely run through her veins.
In a promotional video for the new collection, Rosie explains why she loves working with Merinos and the benefits of the fibre.
“I’m following in my mother’s footsteps, she’s been doing it for the best part of 80 years and navigating it very successfully, so it’s just a natural progression for me. I love wool farming because it is working in the outdoors, it is working with animals, and it is producing a product that is absolutely incredible and has so much to give,” Rosie said.
