Auckland

EMU Australia: Winter 14 range

0 Flares Twitter 0 Facebook 0 Email -- 0 Flares ×

_MG_2631I was a little surprised to receive an invite to the Emu Australia 2014 collection showcase (thanks PeadPR). Firstly because my website is rather new to the fashion blogosphere, but mainly because it was a showcase for an Australian company selling a merino products into a market which already has a big merino industry. Go figure.

It was yet another stunning(ly humid) hot day in Auckland, so it was a little surreal walking into the 1885 members’ club (read: dimly lit dungeon) to view winter clothing. That said, once the eyes adjusted to the ambient candle light with strategically placed spotlights on the key products, it was nice to retreat from the oppressively hot weather and imagine being in a crisp Autumn evening. (layers. yes).

If you’re anything like me and the advent of uggs (and the cheap knock-offs) left you traumatised, you’d be seriously suss about the entire proposition of merino footwear. Upon further reflection, I realise there is nothing inherently wrong with lining suede boots/slippers/you-name-it with high quality merino if you do it well, and it seems like EMU Australia is out there to make this point (and killing it).

IMG_2616

The range includes indoor slippers, waterproof ankle-length boots (apparently the suede doesn’t get discoloured and blotchy even if you’ve been stomping in puddles – impressive), to surprisingly form-fitting and sleek suede riding boots (definitely my favourite). (click on any of the photos to see more).

The kids stuff? I asked if they made them in adult sizes (you’re welcome), but unfortunately they don’t make it any bigger than a kids size 4.

IMG_2630

Another (pleasant) surprise was finding out that they have begun making womenswear. Leveraging off their experience with merino goods, their existing client base and retailers, EMU Australia released a Winter 2014 clothing range featuring an autumnal colour palette of garments made of high-end merino, merino-silk blends, and beautifully soft nappa leather. The price point is quite appealing too – you’re looking somewhere between $100-500 retail for some top-notch clothing.

IMG_2627

Of the selection, I had two garments I particularly liked. I got Nicky Park, the Life & Style editor at NZ Herald to don this marle grey merino coat with a contrast detachable fur collar.

IMG_2619 IMG_2623

There is also a black leather-lined merino cape with leather ties that I would wear myself – thanks Amy the account manager at PeadPR for modelling this one, it didn’t look quite right on me wearing a light-grey suit.

_MG_2635 _MG_2638

Are there equivalent New Zealand brands and manufacturers making similar merino-based goods? Perhaps. If anything I see EMU’s continued expansion in New Zealand as a challenge to the domestic industry players – I’d like to see the local industry continue to innovate and further develop the product ranges in a way that EMU Australia has. Until then, we’ve got a pretty awesome range of winter-friendly footwear and some nice merino garments thanks to our neighbours across the ditch.

– Chris.

emuaustralia.com

Author: Chris Park

One half of the Park Brothers. Purveyor of banter, curator of misc. Manage comms for @BuoyandMine. Read More


Like our scribblings?
.