The Royal Show Fashion Parade was an incredible success, providing the perfect platform to launch our newest winter pieces. The atmosphere was a stunning blend of fashion and farming, with beautifully styled and professional models showcasing our designs amidst a backdrop that truly celebrated the essence of our brand—Western Australian merino wool. Surrounded by sheep and wool displays, the event even featured a live shearer on stage, reminding everyone of the strong connection between fashion and our local farming community.

The models brought our pieces to life with elegance and sophistication, perfectly capturing the timeless quality and thoughtful design that defines our collection. Each look reflected our dedication to slow fashion that lasts all seasons, combining style and sustainability in a way that felt both modern and classic.

Perth-based Scanlan Wools is in the process of exporting products from its subsidiary clothing brand, Swoolly, into India, as well as seeking “suitable brand partners” in Australia as it grows its business.

The Swoolly brand entered the market in 2018, after the Scanlan family business decided to “encapsulate functional, long-lasting garments that reflected the Australian lifestyle” — something it thought was missing in the market.

The development comes on the back of new additions to the Swoolly product range, including sweaters and coats created in house by fashion designer Sophie Brown during the COVID-19 outbreak, when trade difficulties were commonplace.

Western Australian apparel brand Swoolly by Scanlan is creating retail demand for the state’s wool by making its sweaters with Merino wool grown by clients of family-owned Scanlan Wools based in Fremantle.

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