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Il Gufo and The Woolmark Company get together again for the launch of the AW16/17 collection, featuring knitwear in pure Merino wool

21 January 2016

The latest collection from leading Italian childrenswear brand Il Gufo marks the continuation of a healthy partnership with The Woolmark Company, which started in 2012. 

Dress your children in Merino wool this winter with Il Gufo’s latest collection

What initially started as a capsule collection has evolved into the latest AW16/17 collection comprising more than 75 per cent of knitwear made from Merino wool. Using luxurious yarn from top Biella-based company LANECARDATE, the collection includes a wide range of pullovers, dresses and cardigans. Il Gufo’s originality of style shines through and is further enhanced by the tactile experience offered by wool.  Il Gufo has again utilised refined and exclusive treatments, such as dipping: a double-dip dye that creates an unusual, original vintage look with unique colour shades.

The knitwear collection and partnership between Il Gufo and The Woolmark Company will be the hero of the AW16/17 advertising campaign and of a digital contest project.

Special window installations will be set up in selected Il Gufo stores across the country, showcasing the latest Merino wool collection.

The Woolmark Company will also host retail training courses for Il Gufo’s sales staff, educating staff and in turn consumers on the inherent benefits of natural fibres and yarns, such as Merino wool.

The common goal is to raise awareness of the use of wool as the fibre of choice in clothing, especially in the fashion industry for children and babies, along with reaffirming the message to consumers that wool is easy to wash. Merino wool is also particularly appropriate for children in that it: induces sleep, is highly breathable, maintains the body’s natural temperature and is suitable for even the most sensitive skin.