The Wool Lab SS13

20 January 2012

The launch of The Wool Lab Spring Summer 2013 was a great success when it was presented by The Woolmark Company at Pitti Immagine Uomo, the fashion and apparel trade show gathering more than 1000 brands in Florence, from January 10th to 13th.

The Wool Lab

The new edition of The Wool Lab, which focuses for the first time on the Spring Summer season and boasts an innovative new section dedicated to active sportswear, gained the appreciation of all the fashion professionals attending the show. Companies from the international textile industry including the main fashion and apparel brands, retailers and manufacturers are taking inspiration from the guide for the creation of their collections.

More than 300 people visited the Woolmark stand to discover The Wool Lab, and many asked The Woolmark Company to schedule one-to-one presentations so that they can further view and choose fabrics and yarns from the Lab. There was also interest and appreciation from the international trade and fashion media, which welcomed the guide as a very innovative educational and business-oriented tool for the whole sector.

In particular, visitors appreciated the completeness of the guide, which proposes seven inspiring trends for the Spring Summer 2013 season (plus the sports section), covering all ranges of product, from formal to casual wear, from super-feminine proposals to highly innovative suggestions, addressing urban and leisure brands.

Visitors also praised the creativity of the guide, its innovative and suggestive layout, the inspiring mood boards, and the craftsmanship-inspired touch of the trend books. All these elements perfectly matched the Woolmark stand, which was set up with beautifully designed furniture made with 100% natural materials, creating a warm atmosphere similar to an authentic textile studio.

The Wool Lab will next be showcased at ISPO, the sports focused trade show, taking place in Munich, Germany, from 29th January to 1st February. After ISPO, the guide will be launched globally and be presented, through one-to-one meetings and workshops, by The Woolmark Company’s local offices in all the most important markets. The company’s aim is to educate and inform the supply chain on the potential of Merino wool and stimulate requests for wool products from fashion and apparel brands, retailers and manufacturers.

Released by:

Lisa Lisanti
Global Marketing, Woolmark Italia
Telephone: +39 02 89096705
Mobile: +39 338 8424 913