Country Road launches Our World campaign sharing the stories behind its winter collection
Country Road is proud to launch its Our World campaign, telling the stories behind the Australian brand’s products with four initiatives in focus: The Good Cashmere Standard®, Single Origin Wool, Oritain Verified Fibres and Australian Made.
In a first for the Australian fashion retail industry, Country Road has partnered with The Good Cashmere Standard® by the Aid by Trade Foundation. The use of cashmere certified by The Good Cashmere Standard® supports the responsible farming of this luxury fibre by promoting animal welfare, securing a sustainable source of income for farmers and protecting the biodiversity of the land on which the goats and farming communities live.
Speaking about the partnership, Country Road Brand Community and Impact Manager, Fabia Pryor, says, “We are proud to be the first Australian fashion retailer to partner with The Good Cashmere Standard®. We seek to drive positive change throughout our supply chain through initiatives such as this, supporting animal welfare and better land management.”
Country Road is launching this program with the following The Good Cashmere Standard® products, with a view to expand the certification across further cashmere items in the future:
– Women’s Cashmere Lounge Pullover, Lounge Pants, Beanie and Scarf
– Men’s Cashmere Crew and Cable Knit, Beanie and Scarf
– Simm Cashmere Throw for home
The wool used in Country Road’s wool-silk yarn has been sourced from a single farm, Beaufront, located in the midlands of Tasmania. Beaufront has been managed by the von Bibra family for generations and is famous for both its premium Merino wool and its conservation efforts, restoring natural habitat for wildlife such as quolls, Tasmanian devils, bandicoots and vulnerable birds. The farm is Responsible Wool Standard certified, a globally recognised standard that promotes animal welfare and sustainable land management. The fine grade Merino fibres are blended with silk for a luxurious hand feel and next-to-skin softness.
Sourcing single origin wool requires a fully traceable supply chain where the fibre is kept separate from others throughout processing. By sourcing single origin fibres, Country Road is ensuring better quality, responsible land management and animal welfare practices of a higher standard. Country Road’s Single Origin Merino program currently consists of the following products, with plans to expand the range in the future:
– Women’s Merino Wool Silk Short Sleeve Knit, Long Sleeve Knit, Tank and Cardigan
Country Road’s Oritain Verified ranges form another important part of this campaign. The brand partners with Oritain to scientifically trace its Verified fibres back to Australian farms. The Oritain verification is a symbol that demonstrates the power of science in protecting the integrity of a garment. Country Road ranges that are labelled ‘Verified’ have undergone independent scientific sampling and analysis by Oritain.
Country Road’s Verified Australian Merino is sourced from farms that are certified by the Responsible Wool Standard. This globally recognised standard promotes animal welfare and sustainable land management, addressing the needs of sheep as well as the land they graze on. Country Road’s Verified Australian cotton can be scientifically traced to a small number of Australian
farms. Australian cotton growers are leaders in responsible farming practices, both in their water efficiency and in their use of drought-resistant cotton varieties.
The Oritain Verified program at Country Road continues to evolve with every collection, with the current lineup of products including:
– Women’s Verified Australian Merino Wool Cardigan, V-Neck and Crew Neck Knit
– Men’s Verified Australian Merino Crew, V-Neck and Half Zip Knit
– Women’s Verified Australian Heritage Sweat, T-Shirt, Logo Tank, Logo Tank Dress, Modern
Embossed T-Shirt and Rib Cuff Track Pants.
– Men’s Verified Australian Heritage Sweat, T-Shirt and Half Zip Heritage Sweat
– Kids’ Verified Australian Heritage Sweat, T-Shirt, Romper, Dress, Pants and Shorts