He is more comfortable in work boots and King Gee but sixth generation wool farmer Charlie Coventry is getting used to “suiting up” since going into business with the makers of Paul Keating’s favourite suits, Ermenegildo Zegna.
Subscribe now for unlimited access.
$0/
(min cost $0)
or signup to continue reading
The 42-year-old New England farmer and Ermenegildo Zegna chairman Paolo Zegna announced on Tuesday a joint venture project in which Mr Coventry will provide more than 40,000 kilograms of super fine wool to the luxury fashion house every year.
He admitted he doesn’t own a Zegna suit and knew “only a little bit” about the brand before being approached by the Milanese tailors who are renowned for their slim fitting two-pieces that retail for more than $1000.
“The ties are nice, we just have to grow the wool now,” Mr Coventry said.
While he initially rejected Zegna’s offer to buy 100 per cent of his property, Mr Coventry, whose family have been producing super fine wool for 175 years, said the undisclosed arrangement of the partnership suits his existing growth and development plan.
“The more we learn from others, especially from others in the supply chain, the more we can evolve and continue to survive and thrive in what we do. This opportunity for Zegna and myself to both learn, and for me to grow the property more quickly and more aggressively is very exciting.”
As the managing director of the Achill company, of which Zegna owns 60 per cent, Mr Coventry will run 12,500 head of sheep on the property 500 kilometres north of Sydney. The wool will then be incorporated into Zegna’s upcoming collections of clothing, knitwear and sportswear.
It is understood this type of affiliation between an international fashion house and local primary producer is the first of its kind in Australia.
“We wanted to complete the circle of the wool industry. Wool production has been the only missing element of our business,” Mr Zegna said of the project.
“We now have control of all the bases. We now know the names of the sheep right through to the names of the customers.”
Mr Zegna said the brand’s goal for the venture was to promote wool, especially Australian wool, as a rare fibre and market it as a luxury item.
For decades the local wool industry has been in decline because of drought, the growing popularity of synthetic fibres and a rising Australian dollar. However, Australian producers have high-profile advocates in their corner, including Prince Charles and Vogue Italia editor-in-chief Franca Sozanni.
Sozanni this year published a commemorative issue of Vogue Italia for men called Powerful Australia. The magazine was dedicated to iconic Australian people and products, mainly merino wool. More recently Prince Charles staged a bonfire in the gardens of Clarence House to demonstrate that man-made fibres are more toxic and fast burning than wool.
“In 2012-13, wool exports from NSW were worth over $600 million and Italy was our second largest market for wool exports after China, taking more than 10 per cent of our yield,” NSW Deputy Premier Andrew Stoner said.
Other high-end fashion and accessory houses such as Louis Vuitton and Hermes have reportedly invested in Australia by snapping up several saltwater crocodile farms in Queensland and the Northern Territory to feed a growing international demand for croc skin accessories.
