Baggy jumpers are out and merino underwear is in as the industry seeks to fashion a way to stave off a crisis

It’s Friday night in rural Alexandra and a dozen high school students are dancing down a makeshift catwalk in woollen underwear, as Ria Mae’s Clothes Off blares from the speakers.

Despite New Zealand’s reputation as a sheep-loving nation the country’s wool industry has been in a steady decline since the late 80s, and tonight the locals are stripping off in an effort to revive the country’s national fibre; and make “itchy, scratchy” wool sexy for the first time.

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Read More New Zealand’s wool industry knits itself a fresh image, one pair of undies at a time

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