With the world becoming more casual, largely due to busy lifestyles, less formal workplaces and consumers' desire for individualism, consumers are looking for products that can adapt and change with their everyday needs. The Woolmark Company is looking to increase the market share of wool worn by this emerging segment of consumers who are experiencing this trend towards casualisation and engage with this group which fits into the urban/contemporary category.
Denim is, undoubtedly, one of the most popular fabrics across the world. Whilst blending wool with cotton is not necessarily a new concept, improved manufacturing processes and a wider acceptance of denim apparel in both social and work places has given wool the opportunity to have a greater presence in this area. The global authority on wool will be presenting a 'new' Wool Denim at Blueprint that uses exactly the same warp yarn as traditional denim, but replaces some, or all, of the weft yarns with machine-washable wool to deliver a high-performance denim fabric.
Previous attempts to create wool/cotton blends in denim have used an intimate blend of wool with cotton - two fibres which are not easy to combine in a yarn. Yet by replacing some, or all, of the weft yarns with wool, a higher performance and more cost effective fabric can be produced.
Wool Denim is strong and versatile like regular cotton denim, but has the extra resilience, elasticity, odour resistance, moisture management and most importantly warmth found in wool. Wool adds an extra element of warmth even in the coldest of winters and takes the initial chill out of putting on regular denim jeans. Wool Denim fabrics are also finished the same as traditional denim, so consumers can rest assured style will not be compromised.
"Wool traditionally has been used in more formal products," explains The Woolmark Company Managing Director Stuart McCullough. "So to enable wool to regain some of its market share from cotton and take advantage of the trend towards casualisation, The Woolmark Company has worked closely with the manufacturing industry to develop new processes that can provide unique and casual effects on wool fabrics.
"By incorporating some wool with the cotton, Wool Denim jeans feel warm to the touch, even in winter, and when wet feel drier on the skin and more comfortable than 100 per cent cotton, highlighting wool as a fibre for every day."
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