Jeanswest has launched a collection of women’s and men’s premium Woolmark-certified knitwear as part of their Autumn/Winter campaign.
Working with The Woolmark Company demonstrates Jeanswest’s continued commitment to increasing their premium category in conjunction with traceability and transparency in relation to its sourcing while supporting the Australian wool industry.
The Woolmark logo is one of the world’s most recognised and respected brands, providing assurance of the highest quality, which was very important to Jeanswest.
“The Woolmark association brings with it the highest level of quality and integrity, so our customers can be assured they are purchasing superior, premium knitwear that will last the test of time,” said Jeanswest General Manager of Product, Adam Lloyd.
“With high visibility across Australia and New Zealand, the Woolmark collection for Jeanswest is a fantastic way for our local consumers to experience the luxuriousness of Australian Merino wool,” explains The Woolmark Company Managing Director Stuart McCullough. “Equally important, it allows our hard-working wool-growers to witness the commercial aspect of their product – seeing their wool on the racks of one of Australia’s largest lifestyle retailers.”
“We are passionate to tell the story behind our collections and working closely with The Woolmark Company provided us the opportunity to trace where the wool originated from for our AW16 Woolmark range as well as shoot our campaign on a wool-growing property; for us, this reflected our commitment for complete transparency and traceability within our business,” Lloyd continued.
The campaign, shot by renowned fashion photographer Steven Chee, took place at Benangaroo Station, owned and operated by Michael & Angela Field. The Fields’ daughter, international model Stephanie, returned to Australia from her NYC residence and faces the Jeanswest campaign on her family’s property.
Shooting on her family’s farm was a first for Stephanie: “Being able to share where I grew up with the rest of the crew was such an incredible experience, it made me feel proud of who I am and where I come from. It’s not often you have the luxury of shooting in the comfort of your own home,” explains Stephanie.
The breathtaking property, Benangaroo Station, is situated in Jugiong, NSW, southwest of Canberra. 100 per cent Australian family-owned and run, the farm has been operating for more than 100 years and produces close to 2500 bales of Merino wool annually.
Michael Field is the fourth generation of the Field family to operate within the wool industry and his passion has certainly been passed down to his daughter, Stephanie.
After moving to NYC, 20 year-old Stephanie has seen her modelling career take off and at just 18 years old she walked the runways at Paris Fashion Week representing brands including Celine and Valentino.
“I love the quality of Australian wool and Merino wool; it keeps you warm and is also very sustainable. I think it is so important as Australians we keep promoting Merino wool as it plays such a huge part in the Australian economy, plus it will make my Dad happy!”