The 19th edition of Texworld USA, a leading communication platform for fabric manufacturers, which took place in New York City last month had Woolmark Company Director of the Americas, Michelle Lee, joined a panel of industry professionals to discuss the value and power of premium products, focusing on how to create premium products and add luxury to the everyday.

With representatives from Ralph Lauren and Converse in the audience, as well as designers, CEOs and product developers, the seminar allowed The Woolmark Company to highlight Australian Merino wool as the ultimate natural fibre and premier ingredient in luxury apparel.

Ms Lee said that as the world becomes a more casual place, they are seeing major brands increasingly interested and educated in Merino wool’s versatility. Traditionally, wool was seen as mainly a fibre used in men’s suits. Yet whilst it is still the premier fibre for high-end wovenwear, there was a lot of discussion about other uses for wool and the rise of the fibre in outdoor apparel.

Following the widespread uptake of Merino wool for next-to-skin apparel, such as base-layers, a large number of the world’s leading outdoor brands are now incorporating the latest Merino wool innovations into their collections, with wool becoming more prominent in outerwear apparel, the company reports.

Reflecting the changing face of the apparel market, the world is experiencing a rise in sports luxe apparel, with consumers buying up sportswear-turn-streetwear, resulting in traditional fashion brands incorporating an element of activewear into their collections.

Trade shows such as Texworld are important for The Woolmark Company, as they allow them to not only promote the latest innovations in wool, but also connect with their global partners who attend the show.

According to the organizers, there were around 947 exhibitors from more than 40 countries taking up residence at the Jacob K. Javits Convention Center, exhibitor numbers and show space was up by 25% for the summer show.