Australia Launches Campaign for Wool in Sydney

SYDNEY, March 30, 2011 - Whilst Sheep grazed on Sydney Harbour for the first time in over 100
years, Fashion, Retail and Industry heavyweights were invited last night to
celebrate the launch of Campaign for Wool, patron HRH Prince Charles, at
Admiralty House.

To view the video news release, please click on the link below:
medianet.multimediarelease.com.au/videos/520d6f94-3f9b-4ba4-a935-45aa4c693cc5

The event, hosted by the Govenor Quentin Bryce AC, hailed the start of a
five-year Campaign for Wool, aimed at reconnecting people with the
versatility of wool and saw guests enjoy a presentation of garments by local
and international designers.

Over 30 apparel labels and retailers supported the launch for Campaign
for Wool by taking part in the fashion presentation as well extending
presence via consumer promotions in store to deliver increased awareness
around the benefits of wool.

Australian Wool Innovation CEO Stuart McCullough said this campaign
represented a new era for wool. "Australian woolgrowers produce the finest
wool in the world. Last night was a showcase of the best in wool design, a
testament to the success of our industry."

Working hand in hand with key designers, AWI sourced and assisted with
the creation of exclusive garments to showcase the versatility of wool from
the more classically tailored designs through to the more natural state of
hand crafted knitwear.

Brands which showcased garments included, Collette Dinnigan, MJ Bale,
Richard Nicholl and Dion Lee.

Martin Grant, who is one of Australia's most celebrated international
designers based in Paris, showed a stunning classically tailored outfit,
"Wool has always been the key fabric I use in my collections since the
beginning. The core of my collection is coats and tailoring so wool is very
important.

In France, wool is referred to as a "Noble fabric." I have always
favoured these "noble," natural fibres for their malleability, breathability
and durability. I'm also Australian and wool is a very strong and important
part of our history."

The core objective of this campaign is not only to promote the
environmental benefits of wool but also to support the future of design and
ensure that wool continues to be the fibre of choice for designers across the
globe.

The Campaign for Wool is a cross-industry initiative convened by HRH The
Prince of Wales.

The combined efforts of the leading wool organisations, industry
associations and the textile industry across the world created this campaign
to promote the wonderful properties that wool offers to textiles and in doing
so, helps to support sheep farming as an industry and the textile community
internationally.

For more information, access to images or media enquiries, please
contact:

    PLATINUM Media & Communications Pty Ltd
    Jo Butler
    Jo@platinum-mc.com.au
    Phone: +61 2 9900 9470

PLATINUM Media & Communications Pty Ltd, Jo Butler, Jo at platinum-mc.com.au, Phone: +61 2 9900 9470