News

Pitti Bimbo June 2012

3 July 2012

The Woolmark Company presented its Mother and Baby program’s Merino Mini Collection at Pitti Immagine Bimbo, the children’s fashion and apparel trade show, alongside more than 500 brands in Florence, from June 28-30. The special program, created by The Woolmark Company to target this lucrative segment of the market, highlights the benefits of Merino wool in baby and children’s wear.


The Woolmark Company exhibited at Pitti Immagine Bimbo for the first time, showing its Merino Mini Collection along with the latest edition of The Wool Lab.

The Merino Mini collection, which includes innovative wool jersey and knitted pieces, gained the appreciation of all the fashion professionals attending the show: brands, retailers, buyers, manufacturers and media specialising in children’s wear.

Studies suggest that sleep quality improves when sleeping on or under Merino wool. This appears to be related to wool’s unique temperature and moisture management properties, and texture:

  • It keeps body temperature and moisture stable 
  • Fibre breathability prevents humidity on skin
  • Woolmark innovations and wool's natural elasticity make it even more comfortable and soft
  • It is renewable, biodegradable and long-lasting
  • It maintains vivid colours over time and is easy to wash, thanks to Woolmark’s total easy care technology.

Merino wool is easy to care for, safe and incredibly fine and soft next-to-skin: definitely, the ideal fibre for baby and kids’ wear.

More than 100 people visited the The Woolmark Company’s stand and discovered the Merino Mini Collection and the entire Mother and Baby program, including educational and scientific information supporting the usage of Merino wool in the sector, along with stunning imagery created by Anne Geddes to celebrate the benefits of the fibre.

To offer visitors further inspiration, the presentation was completed by the latest season’s The Wool Lab, showcasing the most innovative and quality wool fabric and yarns produced in the world.

The Wool Lab is another way to show the infinite beauty of the fibre and invite brands, designers, manufacturers and retailers to choose wool fabrics and yarns for their collection. Following the trade show, The Woolmark Company will schedule one to one meetings with the most important brands, to follow up on their enquiries and assist with sourcing and information relating to Merino wool.

Anne Geddes

Australian-born Anne Geddes is one of the most respected and acclaimed photographers in the world.

A multiple New York Times and internationally bestselling author, Anne Geddes creates images that are iconic, award winning and beloved. Anne was awarded the Professional Photographers of America Lifetime Achievement Award in 2009. Her books have been published in 83 countries and translated into 24 languages.

Anne is delighted to be associated with Australian Wool Innovation (which owns The Woolmark Company) and her appointment as Ambassador of Woolmark’s Mothers and Babies program complements her deeply held belief that every child must be protected, nurtured and loved.