A new price point.
Wool has been blended with cotton for 50 years following the early invention by Michell Wool of preparation technology that changes the fibre length distribution of wool to that of cotton. Wool rich and wool poor blends with cotton and other fibres have created keystone price points in the middle and upper apparel markets.
Why Wool?
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Wool has a market quality perception that delivers premium price for apparel and the yarns that make them.
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Wool has broken the next to skin stigma of old, with current processing technology and knowledge around the presenting of wool for apparel. Current generations of consumers now see wool as a fibre that performs in SPORTS and ADVENTURE markets, can be worn next to skin and is a TECHNICAL ACTIVEWEAR product. A fibre promoted by luxury brands of old offers a halo effect for middle and aspirational market segments.
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Apparel markets have successfully convinced consumers that a blended proportion of a performance or luxury fibre is sufficient to command a premium price.
Why CtnWool™?
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Michell Wool has invented a process that can, on industrial scale and at affordable cost, deliver wool to short staple spinning systems WITHOUT CHANGING textile processes. At never seen before price points.
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CtnWool™, cotton and other fibres can be blended together and perform comparably in all process.
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CtnWool™ can be dyed with other fibres with minimal process changes.
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CtnWool™ can be used to increase margins for short staple spinners without the need for capital investment or process changes.
Opportunity
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At Michell Wool we are seeking and selecting a special group of textile development partners to collaborate on product development.