As a renewable, sustainable natural fibre to live with, Australian Merino wool has been showcased at World Expo 2010 Shanghai.

With 40,000 visitors to the Australian Pavilion every day and close to 3 million visitors since the Expo began in May, it was a perfect platform to communicate the benefits of living with wool throughout life. Its natural attributes being perfectly suited for baby and children’s wear, casual mens and womenswear, officewear as well as sports/outdoor wear.

At the Australian Merino Forum, leading Chinese wool companies, Australian woolgrowers, brands and designers all spoke on a range of wool industry topics to a wide audience of onlookers and media.

Woolgrower Helen Cathles outlined the natural and sustainable environment in which wool is grown, while Australian Wool Innovation (AWI) Country Manager-China Sam Guthrie discussed the importance of innovation and partnerships within the industry.

In thanking Austrade for the opportunity to champion Australian wool, Mr Guthrie added how the fibre and the country were closely linked.

“The diversity of the Australian landscape provides a wonderful metaphor to Merino wool - which we think is the most diverse natural fibre on the planet; worn for its performance, its beauty and the natural protection it provides us for every stage of life,” he said

Woolmark Prize winner and high profile designer Qiu Hao joined some of the largest Chinese manufacturers of wool products such as Jiangsu Sunshine, Shandong Ruyi and Zhejiang Xinao to outline the latest fibre innovations and technology.

The event is supported by AWI and partners which include Austrade, Australian Superfine Woolgrowers Association, Chinese Wool Textile Association, Hangzhou JNBY Apparel Co. and Donghua University.