ONE of regional Australia's most successful fashion startups has added its first natural fibre collection to its in-house brands, and the decision has been a hit, with an overwhelming response to the Merino pieces.
Birdsnest's Natural for birds collection includes cotton and woolen items, with light options for layering along with heavier ponchos and throws and there's been good demand for all products.
Designer Hannah Knight, who's also from a woolgrowing property in the Riverina, said introducing natural fibres, particularly Merino wool, was the perfect fit for the Cooma-based business.
The collection uses all Australian wool, which is manufactured in China.
"We've been selling other brands on our sites for a long time, and being from the Manaro area we wanted to create something beautiful for an older, sophisticated market, using natural fibres," Miss Knight said.
"Merino wool has so much potential. It's an amazing material to work with – beautiful soft, rich, luxurious fabric."
The pieces are at odds with throwaway fashion trends, instead focusing on customers who want quality.
"The older market especially wants that soft, natural fibre feel that they can put on, wear all day and be comfortable,” Miss Knight said.
"And with these pieces, you can have them for years if you take care of them.
“We want to produce items that are worn for many years, so every season, our customers will get them out and fell good in the clothes, so they're made with great fabric, construction and quality."
It's a story close to home for birdsnest founder Jane Cay, whose husband Oliver is a woolgrower south of Cooma.
The birdsnest team celebrated that connection through the photo shoot for the latest collection, with Merino sheep, yards and working dogs featured.
Model Charlotta Thaarup-Owen is seen feeding sheep and captured with the atmosphere of sheepwork in the background, with her son Andreas as the photographer.
It's been an incredible response from customers.
"When we first started selling this collection I was watching the figures hourly," Miss Knight said.
"We hoped it would do well because we knew that was a missing aspect from our website, but we were blown away by the response.
"The customers love the items and we've had great reviews for all styles."
Customers can expect more Merino pieces for next year's collection of 14 styles, Miss Knight said.
"We're already designing for next winter.”
Ruth Schwager
Ruth Schwager is a journalist with the national agricultural features team.
Ruth Schwager is a journalist with the national agricultural features team.
