The partnership has seen the development of a colourful machine-washable collection comprising 100 per cent Merino wool sweaters, cardigans and turtlenecks, which enhance the natural qualities of the fibre including softness, odour control, breathability, resilience, lightness, easy care and elasticity. The collaboration - which started in 2012 - continues to represent the positive values The Woolmark Company shares with Il Gufo, proposing a joyful image of childhood and a modern concept of childrenswear.
Developed in collaboration with The Woolmark Company's Mothers and Babies program, the collaboration spreads the message that Merino wool is the natural choice of clothing for children. Merino wool is naturally breathable, making it an efficient temperature regulator. It is soft and smooth on the skin, keeping children well-protected and comfortable all year round. It works by absorbing moisture vapour next to the skin to help children feel dry and less clammy. When the vapour moves away from the body and evaporates, it maintains a constant, comfortable temperature. In addition, every Merino fibre has a natural protective outer layer that resists dirt and helps prevent stains being absorbed.
Parents will also appreciate that Il Gufo now offers machine washable wool garments, offering ease of care along with piece of mind. Thanks to The Woolmark Company's new washable wool campaign, with the tagline Tested by Nature, Tested by Us, the Il Gufo collection has been tested to prevent shrinkage, colour fastness and felting by independent laboratories. As a certification mark the Woolmark symbol offers piece of mind that these garments can be safely washed in a domestic washing machine.
The launch of the new Merino wool collection will coincide with the opening of a new Il Gufo store in Milan. Il Gufo will celebrate the arrival of the new collection by telling the story of wool and its natural benefits, as well as spreading the message that wool is easy to wash.