Newsmaker
18 FARMERS WEEKLY – farmersweekly.co.nz – August 24, 2020
Armadillo Merino aims for the moon Merino wool has long been praised for its versatility, but Andy Caughey tells Neal Wallace how he is taking use of this miracle fibre to a whole new level. performance-base layer Merino wool clothing, not just for soldiers but also for firefighters, policemen, those working in extreme conditions, adventurers and sportsmen. Initially their target market did not consider wool a technical fibre with qualities superior to synthetics. “Most synthetic material has one single attribute which is promoted. You look at wool and it has multiple attributes,” Caughey said. “We have to convince them of the overall range of attributes wool delivers.” They have had to bat away misconceptions that synthetics are performance enhancing and that the quality and material of their layers of clothing is what saves their lives. Caughey says a wool-base layer is crucial. Being breathable, comfortable to wear and having a higher melting point to synthetics, and since the melting fabric does not drip, it is a safer product. “We really are a skin care company that focuses on
OUT OF THIS WORLD: Armadillo Merino clothing is used by astronauts in flights to the International Space Station and is being considered by NASA for its 2024 expedition to the moon.
Calciprill ®
understanding the interface between the skin and the first layer of clothing, the comfort layer,” he said. Caughey says they promote wool garments by targeting key people in key sectors, for example, those who provide breathing apparatus training for the UK Fire Service. These firefighters are most likely to enter burning structures and require clothing of higher safety standards. High cancer rates among US firefighters stemming from the material their uniforms are made of is looming as a major health issue. Questions are being asked by firemen, unions and insurers about the materials their clothing is made of, which includes Teflon, and Caughey wants to work with other clothing companies to create a safer uniform that includes wool. “There are so many complementary trends that align with wool such as safety, health and wellbeing,” Caughey said. A career working in Merino wool marketing and clothing companies taught Caughey consumers don’t buy wool, they buy products and brands. Icebreaker was not the first manufacturer of Merino wool clothing, but they designed a product and brand that resonates with consumers as did Allbirds with Merino wool shoes. Caughey says growing concern with safety, health and wellbeing suits the solution that strong wool offers but it needs brands and products that resonate with consumers. “From everything we know, what we haven’t done is have the right brand champion,” he said of strong wool. “You have got to work with a
SPACE QUEST: Armadillo Merino managing director Andy Caughey.
We really are a skin care company that focuses on understanding the interface between the skin and the first layer of clothing, the comfort layer. Andy Caughey manufacturer and brands that resonate with young people. “You’ve got to talk to people through branding. “The inherent attributes of wool are there, it’s a matter of reeducating consumers.” Raised on a sheep and beef farm in West Otago, in the last year of an Agriculture Commerce Degree at Lincoln University he studied marketing which led to a career with exporters Wilson Neill. After several years Caughey headed to Europe before landing a position in 1996 as international marketing manager for the NZ
Merino Company based in the UK. He later joined US Merino clothing manufacturer Ibex as vice-president of sales and marketing before being appointed managing director of UK knitwear manufacturer John Smedley. While at Ibex he noticed rock climbers and trampers, often with little money, were paying high prices for Merino clothing, and those risking their lives in the interests of public good, such as firefighters and soldiers, were wearing synthetic fibres. “It didn’t make sense, but that is the power of marketing,” he said. In 2011 he left John Smedley and started Armadillo Merino with Hamish Morrin. The company sells direct to consumers or via distributors and operates totally online. At Christmas Caughey decided to relocate to Wanaka from the United Kingdom due to the uncertainty with Brexit, a decision accentuated by the covid-19 pandemic. The move will allow him to focus on potential markets in Asia-Pacific and North America, now they have distributors in Europe and the United Kingdom.
leaves all other limes for dust! Application rate guide (kg/ha)* Soil type
Topdressed 0.5 pH increase
Direct drilled or air seeded
Sand/loamy sand
300
75
Sandy/silt loam
500
125
Clay/loamy clay
625
150
10-15% organic matter
750
175
+25% organic matter
1000
200
*Omya recommends you soil test recularly and seek advice from independent agricultural professionals
Look for Calciprill on Craig Farr 021 271 5916 craig.farr@omya.com
www.omya.com/nz-en
A 2-6mm lime granule made in Waikato from finely ground high purity limestone. • Cost effective • Low in dust, easy to spread • Breaks down rapidly in moisture • Can be applied using your own equipment • 95% < 75 microns
Ian Campbell 021 271 5963 ian.campbell@omya.com
LK0101944©
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HE qualities of New Zealand Merino wool clothing are being tested in some of the planet’s most hostile and extreme workplaces and environments – and beyond. Otago-raised Andy Caughey has for the past nine years been developing and promoting next-to skin Merino wool clothing and socks under his brand Armadillo Merino. Armadillo clothing is now being considered for astronauts involved in NASA’s 2024 expedition to the moon. Breaking the hold of synthetic fibres is challenging but by getting key people in selected industries to trial and evaluate his products, they learn of wool’s attributes of flame resistance, comfort, odour free and breathability. Images of soldiers returning from Iraq and Afghanistan war zones with burns and injuries accentuated from wearing clothes made from synthetics resonated with him from a career working with Merino wool clothing. Armadillo designs high-
