The Woolmark Company’s presence at CHIC is a reflection of the global authority on wool’s ongoing commitment to the Chinese market and its governing bodies. China has long been an important market for Australian Merino wool, with a large percentage of all greasy wool exported to China. Over the past decade consumption of Australian Merino wool by Chinese textile companies and consumers has steadily increased as they become aware of the fibre’s natural benefits. As consumption has grown, the expertise in working with Australian Merino wool has also increased.
The Woolmark Company will showcase its latest edition of The Wool Lab, an innovative seasonal guide to the best wool fabrics and yarns in the world. The Wool Lab SS16 showcases real samples of commercially available fabrics aligned to the season’s macro-themes.
"The Wool Lab has fast become a key element in both educating the trade and stimulating the demand for wool at the premium end of the apparel market," explains The Woolmark Company Chief Strategy and Marketing Officer Rob Langtry. "By presenting a collection of commercially available fabrics and yarns, The Wool Lab remains instrumental in expanding the visibility and availability of wool across the world."
Visitors to The Woolmark Company stand will also get the chance to discover garments and fabrics from Cool Wool and Gold Woolmark collections.
There is no better example of the versatility of Merino wool than Cool Wool. Cool Wool is a collection of fine, lightweight fabrics suited to warmer seasons, climates and changing environments. Innovative breeding methods by Australian woolgrowers, combined with modern textile processing, highlight the natural properties of Merino wool as a fibre for all seasons, and the most influential fashion designers have introduced Cool Wool into their Spring/Summer collections to extend the selling season of wool.
At CHIC, The Woolmark Company will showcase a selection of certified Cool Wool fabrics, made by some of the world’s best manufacturers and who feature in The Wool Lab SS16. Also on display will be one menswear and one womenswear Cool Wool look from London-based fashion designer Christopher Raeburn’s SS15 collections.
"Cool Wool has become a hero for the spring/summer editions of The Wool Lab," says Mr Langtry. "The Spring/Summer 16 edition presents Capri, Montecarlo and Sapeurs as Cool Wool-rich inspiring themes, emphasising the innovative, lightweight fabrics and yarns with a cool and dry handle."
Focusing on the rapidly growing Chinese domestic market for luxury apparel, Woolmark Gold was established in 2012 and continues to grow each year. Woolmark Gold is a symbol of manufacturing and design excellence. It is a hallmark of craftsmanship and quality control which only a small group of companies can ever achieve. Woolmark Gold represents the finest cloth and yarns made from Australian Merino wool. It is an iconic ingredient brand loved by renowned fashion designers for its authenticity and assurance along with the natural, inherent benefits the fabrics possess.
The Woolmark Company has partnered with 12 premium brands whose cloth qualifies for Woolmark Gold status. A selection of fabrics from the Woolmark Gold partners will be available to see and feel at The Woolmark Company’s stand. In addition, two Woolmark Gold suits will be on show: one from Savile Row icons Gieves & Hawkes, the other from China’s The Eve Group. Both Woolmark Gold partners combine the superb qualities of 100 per cent natural Australian Merino wool with the historical skills of weaving exceptional cloth.