The Woolmark Company hosted an exciting breakfast at London’s Ivy Club on Wednesday, hoping to eliminate the idea that wool is only for the winter. The event was part of the British brand’s new Cool Wool initiative, which is an effort to promote wool as an all-season fabric, WWD reported.
“I think the male consumer, they don’t tend to buy seasonally any more, they want something that will be a transitional product,” designer Lou Dalton told WWD. “[Merino wool is] breathable, it retains the heat, and it’s also a great product to wear.”
The event also discussed the current state of wool mills, which are actively working with designers to develop the type of wools that suit their collections.
“Things have changed, and the mills have become more flexible,” Taylor told WWD.
“We have designers that come and say, ‘We want X, Y and Z,’ and we’ll say, ‘Yes, we’ll see what we can do for you.’ We would like to help, because we’d like your business. We would like to think it’s a partnership,” she said.
Dalton even utilized the fabric in her spring 2015 collection eveningwear.
“[Merino] gives you an amazing drape,” the designer told WWD, “and the natural coil of it means it springs back, so it doesn’t crease as much … it allows you a certain amount of creative freedom, particularly if you’re draping with it. It retains the shapes that you want to achieve quite well.”
What do you think of wool as an all-season fabric? Do you think people will be open to Woolmark’s idea? To respond, go to: http://www.fashiontimes.com/articles/19703/20150401/woolmark-company-promotes-wool-designers-season-fabric.htm