The Woolmark Company presents The Wool Lab Autumn/Winter 2017/18 in a new interactive stand during Milano Unica

5 September 2016

Milano Unica will be the stage for The Woolmark Company to introduce its new interactive stand, where technology meets the woolgrowing process. Visitors will be treated to a virtual trip to Australia, thanks to virtual reality headsets, transporting them to a wool-growing property to discover more about Merino wool and its natural environment, witnessing the magic before the fibre is spun into yarn or woven into fabric. The Woolmark Company can be found at Pavilion 20 Stand 20.III-27 at Milano Unica, September 6 to 8, with visitors experiencing The Woolmark Company’s world and its innovative projects.

The Woolmark Company will also present its latest seasonal guide, The Wool Lab Autumn/Winter 2017/18.

An inspirational tool, the latest edition of The Wool Lab dedicates three out seven themes to a style that is suitable for both womenswear and menswear, highlighting the continuation in the rise of androgynous dressing. For the first time The Wool Lab dedicates a theme to homeware products and interior textiles, as wool fabrics continue to become increasingly popular outside of traditional men’s tailoring.

The Wool Lab Autumn/Winter 17/18 presents nine inspirational themes.

Inspired by The Distinguished Gentleman’s Ride phenomenon that is spreading worldwide. The finest suit comes to be the dress code of contemporary men who are naturally able to combine an elegant style with an adventurous spirit.

The essence of the 1970s, the spirit of independence and femininity is reinterpreted by a new generation of women. The decades-old silhouettes and colours are redesigned to create a cutting-edge wardrobe.

Fashion elements are combined with functional pieces in order to create a new luxe look. Gently cut shapes made up of technical and performance fabrics express a relaxed and sophisticated lifestyle.

The growing desire for safety and freedom develops into a way of life. The clothes are warm and protective, voluminous but lightweight, a functional and refined layer-on-layer style.

Young generations that goes against the current in the way they live and in the way they dress. Different volumes and garments stolen from their parents’ wardrobe to create a unique mix of clothing, apparently random but fine-tuned in all the details.

Nature reconquers urban spaces thanks to a new generation of farmers, who are representative of a ‘living and working locally’ approach to life. Traditional workwear combined with a stylish and personal touch is their day-to-day wardrobe.

Patterns taken out of the archives, memories of handlooms come back to a new life. This is not only the products’ philosophy but the new artisan’s life philosophy as well. Life is a masterpiece of art. The places where it all happens is the secret. Wool is used mixing old and new technologies in order to create not only textiles for garments but also for homeware products that take part of the “new artisan world”.

The most technically performing wool fabrics and yarns, mixed with technical fibres, to ensure the best results during physical activity. Examples of this theme highlight the technology enriched with the most innovative finishing and treatments, suitable to match every climate and discipline, both indoors and outdoors.

Sport Stylish expresses the role of Merino wool as a fundamental element to the classic wardrobe of the most refined and exclusive sports such as golf, horse riding, sailing and polo. The Sport Stylish theme perfectly combines performance with elegance, highlighting the natural benefits and technical features guaranteed by the fibre mixed with comfort and style.

Read more about The Wool Lab AW17/18’s themes.

The Wool Lab is created by The Woolmark Company in collaboration with the most innovative and quality-oriented spinners and weavers from across the world. Each season, more and more fashion professionals look forward to seeing the latest edition of The Wool Lab as it offers the chance to explore a concrete sourcing guide for the best commercially available fabrics and yarns in the world.

Milano Unica will be, moreover, the stage to present the latest edition of The Wool Lab Preview Magazine SS18 that will be available to buy directly in the fair. This is a printed version of The Wool Lab Preview containing images of fabrics aligned to the season's macro themes. The Wool Lab Preview Magazine is released in line with The Wool Lab Preview and is available to buy at the world's most important bookstores as well as online at

After Milano Unica, The Wool Lab AW17/18 will be presented at the most important trade shows worldwide, and will be available through The Woolmark Company's global network, along with one-on-one meetings set up with top designers, brands, manufacturers and retailers.