Sportscraft has produced a winter campaign centered around Australian Merino wool and the origins of the natural fiber.

Sportscraft is Australia’s longest-serving Woolmark licensee and is an iconic Australian fashion brand.

The winter campaign plays to the raw, textural qualities of wool and its connection to the Australian landscape, exploring the idea that wool is woven into the fabric of the land. It illustrates the life-cycle of wool. The campaign speaks to the craftsmanship and quality of the product with a video illustrating the journey of wool - from humble beginnings to premium apparel that will be distributed across Sportscraft’s online and social channels.

The video cinematically represents the design process behind the creation of the Woolmark product for the season.

A mixture of men’s wear and women’s wear pieces make up this year’s winter collection of the brand, with more than 150,000 items of wool and wool-rich clothing. Key Woolmark items include a selection of women’s wear jumpers in classic V-neck, turtleneck and cable knit styles, long-sleeve tops, three coats and a waterfall cardigan. Men’s wear includes a variety of jumpers, long-sleeve tops, vests, a cardigan and a knitted zip-up hoodie.

Sportscrafthas 246 stores and concessions across Australia and New Zealand.