Newsmaker

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.

THE qualities of New performance-base layer Merino understanding the interface Zealand Merino wool wool clothing, not just for between the skin and the first clothing are being soldiers but also for firefighters, layer of clothing, the comfort tested in some of the policemen, those working in layer,” he said. planet’s most hostile extreme conditions, adventurers Caughey says they promote and extreme workplaces and and sportsmen. wool garments by targeting key environments – and beyond. Initially their target market did people in key sectors, for example,

Otago-raised Andy Caughey not consider wool a technical those who provide breathing has for the past nine years been fibre with qualities superior to apparatus training for the UK Fire developing and promoting next-to synthetics. Service. skin Merino wool clothing and “Most synthetic material has These firefighters are most likely socks under his brand Armadillo one single attribute which is to enter burning structures and Merino. promoted. You look at wool and it require clothing of higher safety

Armadillo clothing is now being has multiple attributes,” Caughey standards. considered for astronauts involved said. High cancer rates among US in NASA’s 2024 expedition to the “We have to convince them firefighters stemming from the moon. of the overall range of attributes material their uniforms are made

Breaking the hold of synthetic wool delivers.” of is looming as a major health SPACE QUEST: Armadillo Merino managing director Andy Caughey. fibres is challenging but by getting They have had to bat away issue. key people in selected industries misconceptions that synthetics Questions are being asked by to trial and evaluate his products, are performance enhancing and firemen, unions and insurers Merino Company based in the UK. they learn of wool’s attributes of that the quality and material of about the materials their clothing We really are a He later joined US Merino flame resistance, comfort, odour free and breathability. their layers of clothing is what saves their lives. is made of, which includes Teflon, and Caughey wants to work skin care company clothing manufacturer Ibex as vice-president of sales and

Images of soldiers returning Caughey says a wool-base with other clothing companies that focuses on marketing before being appointed from Iraq and Afghanistan war layer is crucial. Being breathable, to create a safer uniform that understanding the managing director of UK knitwear zones with burns and injuries accentuated from wearing clothes comfortable to wear and having a higher melting point to synthetics, includes wool. “There are so many interface between the manufacturer John Smedley. While at Ibex he noticed rock made from synthetics resonated and since the melting fabric does complementary trends that skin and the first layer climbers and trampers, often with him from a career working not drip, it is a safer product. align with wool such as safety, of clothing, the comfort with little money, were paying with Merino wool clothing. Armadillo designs high“We really are a skin care company that focuses on health and wellbeing,” Caughey said. layer. high prices for Merino clothing, and those risking their lives in A career working in Merino the interests of public good, such wool marketing and clothing companies taught Caughey Andy Caughey as firefighters and soldiers, were wearing synthetic fibres. consumers don’t buy wool, they “It didn’t make sense, but that is buy products and brands. the power of marketing,” he said. Icebreaker was not the first manufacturer and brands that In 2011 he left John Smedley manufacturer of Merino wool resonate with young people. and started Armadillo Merino with clothing, but they designed a “You’ve got to talk to people Hamish Morrin. product and brand that resonates through branding. The company sells direct to with consumers as did Allbirds “The inherent attributes of consumers or via distributors and with Merino wool shoes. wool are there, it’s a matter of reoperates totally online. Caughey says growing concern educating consumers.” At Christmas Caughey decided with safety, health and wellbeing Raised on a sheep and beef farm to relocate to Wanaka from the suits the solution that strong in West Otago, in the last year of United Kingdom due to the wool offers but it needs brands an Agriculture Commerce Degree uncertainty with Brexit, a decision and products that resonate with at Lincoln University he studied accentuated by the covid-19 consumers. marketing which led to a career pandemic. “From everything we know, with exporters Wilson Neill. The move will allow him to what we haven’t done is have the After several years Caughey focus on potential markets in OUT OF THIS WORLD: Armadillo Merino clothing is used by astronauts in flights right brand champion,” he said of headed to Europe before landing Asia-Pacific and North America, to the International Space Station and is being considered by NASA for its 2024 strong wool. a position in 1996 as international now they have distributors in expedition to the moon. “You have got to work with a marketing manager for the NZ Europe and the United Kingdom.

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