Concept III predicts 30% boost for merino
18/10/2012
“We are seeing a tremendous interest in fine-micron merino wool particularly in golf, hunting and outdoor,” the company’s US sales manager, Chris Parkes, said on making the announcement.
Concept III helps develop and represents Australia- and New Zealand-based Charles Parsons’ Merino State brand of fine micron merinos. Recently Merino State and Concept III introduced a dozen new merino blends with new performance and aesthetic qualities.
“While Merino is all-season, thermo-regulating, antimicrobial, moisture-wicking, water-repellent, durable, insulative, biodegradable, breathable, comfortable and more, it’s also prized by the golf market for its look and hand and the way it styles,” Mr Parkes said. “Merino has always been a prestigious fibre. It lends sophistication, quality and appeal to upscale lines and is well-suited to golf.”
Hunting and other variable exertion activities that have bursts of activity and periods of inactivity are also adding merino to their first-layer product offerings, the company said. While synthetic fibres wick, when overly wet they can chill the body. “Under the same circumstances, merino and blends are more breathable and don’t hold onto water, a feature being touted by the hunting world,” Chris Parkes said.
He added that big merino-driven brands such as SmartWool deserve credit for educating consumers about its soft, itchless, performance benefits and propelling sales. He also said that leading apparel brands are only looking for the high-quality merinos. “They realise that if you want to be a player, you need high quality because that’s what the consumer is reacting to,” he concluded.
Share this story:
