About us  |  Contact  |  Twitter  |  Facebook  |  Pinterest  |  Instagram


 
News
 

New merino wool collection from aden + anais
Brand combines Australian merino wool with its signature muslin weave to create 100 per cent merino muslin product.

By Laura Turner

6 August 2014

In partnership with The Woolmark Company, baby swaddle specialist aden + anais has combined its muslin weave with merino wool to launch a luxurious Pure Merino Muslin collection.

Comprising a swaddling blanket, sleeping bag, “dream blanket” and security blanket, the collection is available in three ombre patterns – sunset, seaside, horizon – all of which are individually hand-dyed. Additionally, each product is presented in a keepsake box with a picture frame built into the lid to house baby photos.

Naturally breathable, merino wool makes an efficient temperature regulator by absorbing moisture vapour next to the skin to help children feel dry. When the vapour evaporates, it maintains a constant, comfortable temperature. It is also naturally fire-resistant, stain-resistant and machine-washable.

Commenting on the brand’s latest collection, aden + anais co-founder and CEO Raegan Moya-Jones says, “Over the years, we’ve grown to be recognised as the true innovators of muslin in the marketplace and we wanted to explore other fibres that would work with our signature muslin weave.

“Merino wool just seemed like the perfect fit,” she continues. “It’s natural, breathable, and one of the loveliest fabrics I’ve ever felt.”

The aden + anais Pure Merino Muslin collection also has The Woolmark Company’s Woolmark Nurture branding, which has a strict set of specifications to ensure optimum health and wellbeing for babies and children. The diameter of the merino wool fibre in Woolmark Nurture-certified products has an upper limit for each product category to ensure the products are comfortable for babies. For instance, the upper limit for next-to-skin apparel is 18.5 micron.
 
“The Woolmark Company is delighted to be working with an international leader in innovation, function and design,” says The Woolmark Company chief strategy and marketing officer, Rob Langtry. “Our global Mothers and Babies programme works in three main areas – funding scientific research into merino wool’s health benefits, innovative product development and creating awareness of the fibre's benefits. The partnership and product development with aden + anais further illustrates that demand for Australian merino wool is growing in the babywear market.”

www.adenandanais.co.uk


 
MOST POPULAR
 
Newsletter
 

Sign up now to the CWB e-newsletter, packed with
industry news and features, including the latest from the NCWA.

Captcha
 Security code
 

Related Stories
Timberland unveils redesigned flagship store
Timberland unveils redesigned flagship store

The brand is continuing to cement its position as an outdoor lifestyle label with a new, one-off design concept in its Regent Street location.

Subscribe to CWB
 

Get the inside story on the childrenswear trade - and save a fantastic 25%. The NCWA and Schoolwear Association offer further discounts for members.

Get the inside story on the childrenswear trade - and save a fantastic 25%. The NCWA and Schoolwear Association offer further discounts for members.
 
Subscribe Now
Advertise with CWB
 

Advertising with CWB, in print or online, reaches the buyers that matter and gets real results. Call Michele on +44 (0)1484 848337 now to book your advert.

Advertising with CWB, in print or online, reaches the buyers that matter and gets real results. Call Michele on +44 (0)1484 848337 now to book your advert.
 
Download media pack
CWB March/April 2017 issue 105
 

Read the latest issue of CWB magazine.

Read the latest issue of CWB magazine.
 
Read the latest issue online