All things Wool with Kirstie Clements

wool feature

In 1964, Sportscraft became the first Australian fashion brand to win the Australian Wool Board’s first ‘Pure New Wool’ license, an internationally recognised symbol for quality wool products.

This occasion marked the beginning of Sportscraft’s long-standing partnership with Woolmark, the world’s leading fibre brand.

woolmark sportscraft 1(1964 – Sportscraft wins the Australian Wool Board’s first ‘Pure New Wool’ license – an internationally recognised symbol for quality wool products) 

There are just so many reasons to love wearing beautiful merino wool. In my time as a magazine editor, I became involved and fascinated with the Woolmark company. From having the opportunity to meet the wool growers, then to travel to Italy and tour the factories, to seeing first hand just how the fibres are dyed and woven into the world’s most luxurious fabrications.

The innovations that Australian scientists and the CSIRO have made in wool production are extraordinary. They are now producing the finest microns ever; gossamer weight wool that breathes and stretches. It truly is a living fibre – in fact, Sportscraft has long championed this idea and proudly bore the slogan ‘Wool Lives’ on some of its original advertising campaigns.

Sportscraft woolmark products(Shop: Sportscraft Wool ‘Maddie’ cowl knits.)

So, forget the idea of wool being scratchy, heavy and stifling – the current feel of wool couldn’t be further from it.

The natural elasticity of wool makes it the best choice for relaxed, contemporary dressing – comfortable enough to curl up and sleep in. In 2014, Sportscraft celebrated its centenary with a ‘100 years of Australian Lifestyle’ campaign and partnered with The Woolmark Company to create a limited edition ‘Iconic Collection’ of must-have woolen pieces.

Now we can all enjoy a new Sportscraft capsule collection of pure new wool pieces for winter 2015, certified by the Woolmark Company and marked with the iconic logo, signifying the highest level of quality.

woolmark sportscraft 3

I personally adore the soft pinks that are coming through this season – on my immediate hit list is the prettiest pink sweater with its gently draped neckline as well as the ‘wrap me up’ long line cardigan.

Naomi Watts woolmark(Shop: Lisbeth Textured Knit)

I think I’ll have to have the softly tailored blush coat (the beige/pink colour would look so beautiful put back with blue or winter white denim). All the sweaters are a great buy; I personally like the cream funnel neck, or the chunky sleeveless knit in grey or taupe.

Actress Naomi Watts, newly signed brand ambassador and star of the new winter campaign is also a fan. “I’m always drawn to Sportscraft’s modern simplicity and classic style,” says Watts. “The beautiful wools, textures, and clean sleek lines are something I remember growing up in Sydney.”


Throughout the years, Sportscraft and Woolmark have produced the most wonderful plaids, seen predominately in coats, skirts, and tailored pants. This season, they have outdone themselves with the most gorgeous wool pantsuit in a large blue window pane check. It would be such a fun and super stylish option for work, worn with a high neck sweater when it’s chilly, or a soft silk blouse.

woolmark suit sportscraft(Shop: Suits)

For so many reasons Sportscraft ticks all the boxes for winter – especially with its use of unsurpassable, natural Australian merino wool. A wonderful fashion collaboration I hope will always continue.

Woolmark sportscraft 2Story by Kirstie Clements.

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