Cool Wool was introduced into the Indian market in March 2013 at Mumbai's India Fashion Forum, targeting the trade industry. Now, the consumer campaign - which is part of a global campaign - is reaching out to a new generation of consumers, with the global authority on wool teaming up with India's leading menswear brand and the leading manufacturer, marketer and retailer of worsted suiting fabrics over the past eight decades: Raymond.
The Woolmark Company Global Strategic Advisor Peter Ackroyd welcomes the partnership with Raymond and says the Cool Wool campaign aims to change current misconceptions that wool is only suitable for cold climates.
"India has a tropical, climate and customers avoid wearing wool garments in summer, as they clearly identify the fabric with winter," Mr Ackroyd said. "We want to negate this notion. Indian customers need to understand the true potential, versatility, and the benefits of using wool in summer. With Cool Wool, we are confident and believe that Indians will fathom the adaptability of wool in summer.
"We are delighted to partner with Raymond, one of the oldest and the largest fabric brand and fashion retailers in India. Raymond's Cool Wool menswear collection exemplifies the infinite possibilities of using wool. The designs presented were pragmatic, unique, and captivating."
To celebrate the launch of Raymond's Cool Wool collection, a fashion show was held at the Australian High Commission, New Delhi. Indian celebrity and actor Randeep Hooda was sent down the runway along with other A-list male models showcasing a collection of more than 20 garments designed by Indian fashion designer Gaurav Jai Gupta - with contemporary styling, finesse, and subtle designs. The collection was presented to a crowd of more than 400 people, including Raymond President - Textiles & Retail Anirudh Deshmukh, Australia's Acting High Commissioner Bernard Philip, fashion designer Aneeth Arora and 2013/14 International Woolmark Prize winner Rahul Mishra, as well as to members from fashion and lifestyle media.
Gaurav Jai Gupta's Cool Wool collection for Raymond will be introduced in the market from April 2014 at Raymond stores and leading multi-branded outlets in the country. It includes 100 per cent wool fabric as well as blends with natural fibres including silk, cotton and linen.
"Cool Wool is one of the most easily adaptable trans-seasonal fabrics for Indian weather, which maximises wearing opportunities," explains Mr Gupta. "The collection refers to new ways of juxtaposing separates for menswear and is simple, timeless and straightforward."
The original Cool Wool program, launched by the International Wool Secretariat nearly 30 years ago and used up until the late-1990s was very successful, however, the new Cool Wool campaign takes the concept of trans-seasonal apparel even further for the 21st century with even lighter weight fabrics and yarns, promoting the use of wool as a fibre for all seasons and extending the selling period of wool.
Research has shown that wool performs better than cotton and polyester in the natural management of moisture and temperature, ensuring that Cool Wool keeps the wearer more comfortable when temperature rises. Wool is a living fibre that breathes and naturally manages the body's micro climate by absorbing and transporting moisture vapour from the body preventing the build-up of humidity.
Cool Wool garments are manufactured from lightweight Merino wool fabrics with a maximum weight of 190 g/m2 and a maximum mean wool fibre diameter of 22.5 micron. The fabric/garment surface is clean and smooth. Cool Wool fabrics and garments carrying the Woolmark logo are normally 100 per cent Pure New Wool but can include blends of wool with fine animal fibres.