More than 300 people visited The Woolmark Company’s stand at Pitti Immagine Uomo in Florence for the launch of the next edition of The Wool Lab.
The Wool Lab, a guide to the best wool trends and products created to inspire and inform fashion and textile professionals regarding the infinite potential of Merino wool, was well received by the industry and media attending the fair.
More than 300 people visited the Woolmark stand and discovered The Wool Lab and its nine inspirational themes for Autumn Winter 2013/14, interpreted by a selection of commercially available yarns and fabrics sourced from the best suppliers in the world.
The “Urban” trend has generated the most amount of interest, which presents wool yarns and fabrics in a street, young, cosmopolitan way, whilst pushing the casual concept to a more refined and quality-oriented aesthetic.
The Woolmark Company will also show The Wool Lab Autumn/Winter 2013/14 at Pitti Bimbo, Florence from June 28 to 30; Pitti Filati, Florence from July 4 to 6; Spin Expo, New York from July 16 to 18; Milano Unica, Milan from September 11 to 13 and Première Vision, Paris from September 19 to 21.
Wal Merriman, Chairman of Australian Wool Innovation, owners of The Woolmark Company, explained, “The Wool Lab is both an inspirational and business-oriented tool, mixing the two main objectives of the company: to increase the demand for wool, coming from the top fashion brands that use it as a sourcing tool to discover new suppliers, and inspire the industry and media through to consumers, showing the infinite potential and beauty of Merino wool".