Wool Denim celebrated at Première Vision

16 September 2014

The Woolmark Company returns to Première Vision, Paris, September 16 to 18, showcasing Wool Denim, The Wool Lab Autumn/Winter 2015/16 and continues to celebrate the 50th anniversary of the Woolmark brand.

Wool denimThe Woolmark Company can be found in Hall 6 at stand 6R2-6S1.

France has long-remained the epicentre of womenswear fashion, luxury and excellence and has always been one of the most important countries for presenting the global wool community, their fabric designs and innovations to the trade, retail buyers and designers at Première Vision and Expofil. Since 2010 The Woolmark Company has re-established its presence in France through media campaigns and collaborations, to coincide with the premium natural fibre enjoying a renaissance.

2014 marks the 50th anniversary of the iconic Woolmark brand and sees The Woolmark Company continuing to nurture and develop close relationships within the wool industry. As The Woolmark Company looks to the future it is looking to increase the market share of wool worn by an emerging segment of consumers who are experiencing a global trend towards casualization. New fabric innovations and developments are available to support this growing sector.

"The trend to casual ideation continues, as does a significant growth in luxury knitwear for both men and women," said The Woolmark Company Chief Strategy and Marketing Officer Rob Langtry.

"Across the range of both knitwear and wovens we are seeing an increase in the interest in Merino wool - its provenance, handle and resilience attracting consumers that might otherwise have looked for cashmere. Première Vision will see us focus on a more contemporary look and feel as well as the inspirations we see ahead for a younger consumer and one that puts value above price."

Denim is, undoubtedly, one of the most popular fabrics across the world. Whilst blending wool with cotton is not necessarily a new concept, improved commercial manufacturing processes and a wider acceptance of denim apparel in both social and work places has given wool the opportunity to have a greater presence in this area. The Woolmark Company will be presenting a 'new' Wool Denim at Première Vision that uses exactly the same warp yarn as traditional denim, but replaces some, or all, of the weft yarns with machine-washable wool to deliver a high-performance denim fabric.

Wool Denim is strong and versatile like regular cotton denim, but has the extra resilience, elasticity, a softer handle, odour resistance, moisture management and most importantly warmth found in wool. By replacing some, or all, of the weft yarns with wool, a higher performance and more cost effective fabric can be produced.

The Woolmark Company has collaborated with renowned New York designer Scott Morrison of denim label 3x1, to create an exclusive wool denim capsule collection which will be shown at Première Vision. The collection comprises both men's and women's styles working with different fabric compositions including 100 per cent wool yarn dyed indigo selvedge twill and wool blends, as well as different wash techniques including resin and 3D hand sanding.

The Woolmark Company will also present its latest edition of The Wool Lab, introducing to the market the new seasonal guide to the best wool yarn and fabric trends and products, created to inspire and inform fashion and textile professionals regarding the infinite potential of Merino wool.

The Wool Lab AW 15/16 presents seven inspiring themes and is available to view upon request for designers, manufacturers, retailers, fashion and apparel brands and to all the professionals of the fashion industry, to provide a concrete sourcing service, putting them in contact with the world’s best wool suppliers.

Fashion icon Nick Wooster will also be at Première Vision as a guest of The Woolmark Company, launching a strategic partnership between the two which will include special appearances, content creation and the development of several capsule collections using Merino wool.

The announcement of the winner of The Woolmark Company Texprint Award, judged by Nino Cerruti and Agi & Sam, will also take place during Première Vision on September 17 at Indigo.