Brett Lee to market merinos in India
Former Australian cricketer Brett Lee is taking the Woolmark brand to India to market the versatility of merino wool.
The Woolmark Company has formed a partnership with Artisans of Fashion - a social enterprise which brings together international designers and Indian artisans to help ensure that traditional techniques, skills and crafts of the artisan community are not lost to future generations.
The partnership has engaged Lee and the Panchachuli Women Weavers of India to produce a collection of Woolmark-certified 100 per cent Australian merino wool scarves.
The Brett Lee Six Stitcher Series was launched earlier this month during the Wills Lifestyle India Fashion Week.
Woolmark says the collection serves as a great platform to highlight the association of the cricket icon along with the Woolmark brand in the Indian market.
Having travelled to India many times during his cricket career, Lee says he remains humbled by the country and its people.
As an ambassador for the Artisans of Fashion, Lee was keen to be part of the collaboration with The Woolmark Company and the Panchachuli Women Weavers in the Himalayas. He saw this as an opportunity to use his stature and create a brand that would resonate in India and provide a platform than can be leveraged for the greater good.
At the launch of the collection Brett said he was thankful of the support The Woolmark Company had given towards the Six Stitcher scarves and noted that the Woolmark brand's quality endorsement was invaluable for the cause.
Hand-loomed by the Panchachuli Women Weavers, the scarves are 100 per cent Australian Merino wool - a natural, renewable and biodegradable fibre. In purchasing these beautifully designed and crafted scarves, consumers can be sure that they are not only supporting a village community, but they are also purchasing a unique and naturally luxurious product.
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