A fresh take on a timeless textile, Wool Futures: The Future of Denim explores how Merino wool can redefine a cultural icon.
International Woolmark Prize alumni and textile visionary Edward Crutchley, known for pushing material boundaries, has reimagined denim through the lens of AI-assisted design and wool textile innovation. The result is a 9-look collection that fuses fashion heritage, natural fibre intelligence and bold future-facing design.
The Inspiration
Inspired by The Wool Lab Denim Edition and its accompanying Wool Denim Toolkit, Crutchley reimagines the enduring appeal of denim through the refined lens of Merino wool. His collection weaves together narratives from the indigo-dyed garments of 17th-century Europe to the functional layering worn by Australia’s Merino Wool Growers. Signature looks include bush hats styled with padded doublets, dark denim trenches layered over laser-washed jeans, and sharply tailored silhouettes that showcase wool’s natural drape, structure, and thermal versatility.
As Crutchley explains, “Neither wool nor denim are traditionally seen within the outerwear category of streetwear, so I treated this as the key challenge of the project — to find ways in which the unique qualities of wool and the heritage and atmosphere created by denim could bring something new to this category; one which has been growing significantly over the last few seasons. The results clearly show how suitable wool denim is for coats and padded jackets. In fact its made me realise that there is so much more potential for wool denim in outerwear than I have previously thought possible."
“Denim stands for so much; from workwear to youth cultures, it is the cornerstone of so many wardrobes. Wool denim stands for even more. The addition of wool adds both luxury and versatility, giving denim a newness and adding to its adaptability and beauty”
Through Crutchley’s creative lens, the richness of wool denim comes to life showcasing its ability to shift between casual and couture, season to season. This aligns with The Wool Lab Denim’s vision, which offers seven forward-thinking categories from A Revised Classic to Thread Rebels and experimental fibre blends such as wool-hemp, wool-lyocell, and 100% Extra fine wool spun with silk or paper.
These innovations amplify denim’s aesthetic and technical potential for enhancing comfort and multi-climate wearability.
The Wool Denim Toolkit further grounds this vision in craft and precision. Developed with leading textile experts, it equips designers and manufacturers with the knowledge to fully explore wool’s role in denim, from fibre selection to dye techniques and circular design practices.
By championing both the inspiration and the technical innovation behind wool denim, Wool Futures invites the industry to rediscover an iconic fabric, one that now stands at the intersection of tradition, luxury and innovation.
The Collection
Drawing on the Wool Denim theme within The Wool Lab, Crutchley outlines the potential of wool for the future of fashion and fibre as elevated, modern and thought-provoking. Exploring texture and function through wool-rich denim alternatives, the collection features a quilted overshirt features a map pocket, stand collar and quarter zip, crafted from a soft, warm virgin wool and cotton denim developed exclusively for Woolmark. The drawstring pullover snood uses a lightweight, breathable chambray blend of wool and cotton, ideal for layering. A six-panel fisherman’s hat is finished with an exterior band in a recycled wool and polyester twill, offering a soft touch and insulation. The cargo pants are cut in a soft-handfeel wool and cotton denim with articulated knees and laser-washed ageing for a lived-in effect.
Wool denim trench with dropped shoulders and shirred cuffs (DE_57), Garment-dyed padded and quilted washed virgin wool and hemp denim pullover top with button cuffed sleeve (DE_84).
Quilted pullover blouson with stand collar and quarter zip opening in wool cotton chambray (DE_84), Straight leg jeans with air wash aged effect in wool and cotton compact denim (DE_07).
Dropped shoulder duffle coat with padded liner and leather closures wool denim (DE_60), Wool and cotton zip front and air washed mark 11 denim jacket (DE_26).
Quarter zip smock top with kangaroo pocket in merino wool and cotton denim with matching distressed ribs (DE_15), Wide leg cargo jeans with hand distressing and air washed ageing effect in wool denim (DE_23).
Oversized hooded smock with quarter zip, map pocket and drawstring hem in wool, cotton and nylon blend denim (DE_04), Cycling shorts on wool and polyester blend denim effect Milano jersey (DE_39).
Oversized Shephard’s jacket in two tones of wool, cotton fleece with merino fleece collar (DE_99), Wide leg cropped cargo pants with hand frayed hems in wool and linen denim (DE_11).
Short sleeved quilted overshirt with map pocket, stand collar and quarter zip in virgin wool and cotton denim (DE_10), Articulated knee cargo pants with laser washed aging in wool and cotton soft-feel denim (DE_09).
Cinched waist long blouson with elasticated cuffs and hem in wool denim (DE_23), Indigo garment dyed wool jersey hoodie in virgin wool and hemp twill (DE_84).
Pinstripe wool, viscose and polyester blend denim duffle jacket with leather and horn toggles (DE_15), Garment dyed wool jersey zip front hoodie with close fitting snood (DE_07).
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