Australian womenswear label Fella Hamilton has signed a deal with Australian Wool Network (AWN) to bring the Hedrena wool label into its stable.
Hedrena was founded 27 years ago in 1992 on a coastal Victorian farm.
The primary intention was to create certainty of where the brand's wool would be used and ensure use in a particular brand to be sold in Australia.
With the transfer of the Hedrena brand to Fella Hamilton, the label will continue to support Australian farmers but will now provide traceability for growers from their farm gate to product sale in a reputable Australian brand.
The first Hedrena by Fella Hamilton garments are available in all 33 stores, online and are featured in the latest catalogue from June 24.
Fella Hamilton director David Hamilton said the venture makes sense for both brands.
"When we were approached by AWN to discuss taking the Hedrena label into our stores we could immediately see the synergy between the two brands.
"As a family-run business with a manufacturing operation in Victoria, we have very similar values and loyal customers who love our products.
“By bringing these products into our stores we are offering our customers who love to travel and participate in adventure activities a new option.
"And, at the same time, we can offer Hedrena customers the opportunity to still buy these fantastic products in a bricks and mortar store around Australia.”
The Hedrena brand has been a pioneer in next-to-skin apparel for over 27 years.
The wool used in Hedrena garments makes it an ideal fabric for both summer and winter everyday wear, and especially good for travel and adventure wear.
The Hedrena products are now part of the AWN Direct Network Advantage (DNA) initiative.
Each Hedrena garment will include a special swing tag incorporating a QR code showing the farms or region that contributed the wool used in that garment, guaranteeing welcome support for our local farmers.
The existing Hedrena stock will be available from the Merino & Co website and Merino Snug Carrum Downs outlet until December 31.
From January 2020, the Hedrena label will be available exclusively from Fella Hamilton.