Iris & Wool partners with AWI’s Woolmark to launch AW 2024 collection in lead up to Mother’s Day

Iris & Wool partners with AWI's Woolmark to launch AW 2024 collection in lead up to Mother's Day

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• Iris & Wool partners with AWI's Woolmark to launch AW 2024 collection in lead up to Mother's Day

South Australian farm-to-fashion brand Iris & Wool has partnered with Woolmark, the global authority on wool and marketing arm of Australian Wool Innovation, to celebrate mothers across Australia.

Emily Riggs, Founder of Iris & Wool, found fashion at just nine-years-old when she was diagnosed with Non-Hodgkin's Lymphoma while her mother was also battling cancer. While her mother sadly lost her battle with cancer a year into her treatment at the age of 43, Emily discovered that fashion afforded her an outlet for creative freedom. Years later when Emily found love with Tom, a fifth-generation Merino sheep farmer, she merged her love of fashion with Merino wool.

Iris & Wool was born in 2019 - named after her mum's favourite flower, the iris.

In the lead up to Mother's Day, Iris & Wool will launch 'Perennial', a collection which draws inspiration from the everlasting beauty of the iris flower, which blooms year after year. The collection will feature a curation of 100% Merino wool pieces that are destined to become cherished favourites for seasons to come. Additionally, Iris & Wool will donate beanies to all newly diagnosed children in South Australia in partnership with the Childhood Cancer Association, plus $1 from each sale to be donated to Childhood Cancer Association.

"We have always been a purpose-led brand, and we're focused on helping consumers understand that fashion is more than the clothes you wear. It's knowing how they got there, who made them, and where they'll end up," says Emily Riggs, Founder of Iris & Wool. "I know how tough it is losing a mum or a mother figure in your life, and as a mum myself now, I am so thankful we can give back to charities helping prevent this from happening to others. This event is also a reminder to pause and reflect on the incredible work mums and motherhood figures of all forms, shapes, and sizes do day-in and day-out to help those around them."

The Woolmark certified collection is quality tested and soft next-to-skin, and includes an array of dresses, skirts, trousers, jumpers, and vests which can be mixed and matched for a wool wardrobe that can be cherished for years to come.

"Iris & Wool embodies the spirit of Australian Woolgrowers through an unwavering commitment to quality and community. This collaboration underscores a mutual appreciation for Merino wool's unique ability to create long-lasting, exceptionally comfortable clothing without compromising on values", says John Roberts, Managing Director of Woolmark.

The collection launched on the April 10^th with an intimate Mother's Day event hosted by Australian fashion icon and mother-of-two, Kate Waterhouse. Waterhouse has been appointed as Iris & Wool's AW24 ambassador for her alignment with the stylish, classic, modern sensibility and effortless urban-meets-country aesthetic of the brand.

Woolgrower Angela Field agrees, "it was fantastic being at the launch of the Iris & Wool collection. Seeing top fashion figures celebrate Emily, her brand, and Merino wool was special for me as a woolgrower. I wish Emily all the best as she continues to celebrate the farm-to-fashion journey with beautiful Merino wool garments.".

As does fellow NSW woolgrower Anthea Sutherland, "it was a wonderful event showcasing a stunning collection by a young Australian designer who is truly dedicated to producing garments from Australian Merino wool. The collaboration with AWI and Iris & Wool is to be celebrated and makes a Merino wool producer proud to be associated with this industry."

Shop the collection here.

About Iris & Wool:

Iris & Wool is an Australian fashion brand that has built a reputation on producing luxury designs of the highest quality from 100 per cent Australian Merino wool. Driven by an unwavering pursuit to promote Australian Merino wool worldwide, Iris & Wool seeks to support and nurture the local community and industry of wool producers with clothing traced directly back to our farms. Iris & Wool is proud to have recently achieved internationally recognised Woolmark certification.