Wool tipped for revival through new innovation space

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Wool tipped for revival through new innovation space in Christchurch city centre

The New Zealand Merino Company (NZM) today launched its new StudioZQ in the heart of Christchurch centre. The studio has been set-up to fast track scalable innovation for wool, and tackle some of agriculture’s biggest challenges.

“The opening of StudioZQ is a clear sign of NZM embracing the change it has endured over the last 8 years since the February 2011 earthquake,” says CEO, The New Zealand Merino Company John Brakenridge. “The earthquakes, devastating as they were, provided Christchurch with an opportunity to reimagine life in the city. Just as the city had to be open to imagining new possibilities then, so too does the strong wool sector today.”

According to Brakenridge, NZ merino is experiencing growth with an unprecedented demand for ZQ accredited ethical wool through direct contracts with brands, and high fine wool commodity prices.

“A big part of the growth for merino has been the leadership merino growers have taken around environmental sustainability and animal welfare and the role that wool has to play in face of the plastics crisis.

“However we have to make sure that other types of wool, including crossbred wool, have the same innovation approach as we’ve seen in merino.

“Wool’s well positioned to take advantage of consumer push back on synthetics but we need to focus on fast projects that both prove wool’s a better choice and showcase the many benefits of wool fibre and the way it’s produced here,” says Brakenridge.

NZM is the wool partner to some of the sectors most innovative brands such as Icebreaker, Allbirds and Firewire surfboards, and Brakenridge believes this is only the tip of the iceberg.

“We know that if we bring the producers of natural fibres and the consumer, who is looking for more ethical products, closer together, we can help build an agriculture sector that will continue to flourish.”

According to Hana Kajimura, Allbirds’ Sustainability director, StudioZQ will help further wool’s position as a sustainable material.

“We’re excited to work with StudioZQ to help spread the word about Merino wool’s incredible properties and sustainability benefits. Our consumers look to Allbirds for materials and products that are better for our planet, and StudioZQ will help us better communicate wool production’s environmental standing and understand where we can do better. We rely on our growers for information and new ideas about how we can improve and continue to grow, and StudioZQ will be an incredible resource to help us connect with our suppliers” says Kajimura.

Hon David Parker, Minister for Trade and Export Growth, will open StudioZQ today at 9am.

SutdioZQ is situated at 123 Victoria Street, Christchurch.

www.nzmerino.co.nz

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