Woolmark is rolling out a series of initiatives in order to promote the employ of wool in the upper segment of the apparel and fashion market, while Australian wool prices continue to rise.
“Despite the difficult moment, the wool market is experiencing great success,” commented Fabrizio Servente, global strategic advisor of The Woolmark Company. “The consumer is always more oriented toward purchasing products characterised by true substance. And natural wool well embodies such aspects. It is bio-sustainable, biodegradable and natural. In addition, it is highly breathable, isothermal, insulating from both cold and warm temperatures, plus, thanks to the newest technical advancements, it is skin-friendly because it doesn’t itch anymore and can be produced in super thin variants.”

And continues: “Thanks to all these qualities, until about 40 years ago, it was widely worn by athletes when playing sports. Now, thanks to our information campaigns, more and more sport brands have started including wool products in their collections. Among them, for instance, there are Adidas, Nike, Patagonia, The North Face, as well as upmarket brands such as Rewoolution (by Reda), Zegna Group - that developed their Techmerino variant -, plus Loro Piana and Ragno.”

Wool prices have also risen in the last months. If in the past their prices had reached levels of AUD 10-12 per kilogram of washed wool, they are now traded at AUD 13 per kilo.

Another initiative, aimed at further informing insiders and consumers about the value of wool, is The International Woolmark Prize 2015 (http://woolmark prize.com), whose main market areas’ selection committees (Asia, Australia, British Isles, Europe, USA, and India with Pakistan & Middle East) will soon name finalists for the menswear and womenswear segments. The European judging panel - made up of personalities such as, for instance, designers Walter Van Beirendonck, An Vandervoorst and Filp Arickx - will meet in Antwerp, Belgium, on 13 July.

From 8 to 13 September 2015 Milan will also launch a Wool Week. For the second time, it will host Campaign for Wool, a worldwide campaign aimed at informing consumers and insiders aimed at promoting wool as ecosustainable fiber.

On the opening night, on 8 September, at 8pm and for the first time, the prestigious Milan shopping street Via Montenapoleone will host On Stage, a spectacular fashion show oraganized as a collaboration between Milano Unica and The Woolmark Company that will present ten international talents’ creations mostly focused on merino wool’s new employs. Woolmark’s Campaign for Wool patron, HRH Prince Charles of Wales, will also send his greetings via video before the show starts.

The recent “Il Signor Nino” exhibit inaugurated in Florence within Pitti Uomo was also sponsored by The Woolmark Company, as will be a series of education initiatives taking place in most important international fashion schools with the aim to teach upcoming designers the intrinsic worth of wool.