But what the hell happened…..

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By Dwain Duxson.

But what the hell happened….. - We wrote this piece for The Farmers Club last week, and we got quite a few replies - When activewear became a trend, Wool was the absolute perfect product for such a line; in fact, Wool probably invented the trend.

We all know the traits Wool possesses: the ability to absorb moisture, not smell, elasticity, etc. Wool was made for activewear, and activewear was invented for Wool. A round peg in a round hole. But what the hell happened….

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Well, we got out-marketed again. Icebreaker and a few other brands were into it early, but then, along with came the savvy fashionistas who made activewear a-wear-down-the-street megatrend, and the rest is history.

Now, instead of being natural fibres, the main ingredient is polyester or something equivalent. Young, fit women with a penchant for marketing and social media presence influenced a generation and created brands that are household names, and each made millions along the way. Who’s to blame? Nobody really, but a staid grey-haired male-dominated AWI board were clearly no match for the ones who dominate the space today. Missed by that much, well, alot really. What are your thoughts? Reply to dwaind@farmtender.com.au

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