Wool Gets Casual at India Fashion Forum

25 March 2015

In a bid to foster education and drive the growth and consumption of Merino wool in India, The Woolmark Company showcased a selection of Merino wool innovations aligned with fashion trends, along with The Wool Lab SS16 at India Fashion Forum (IFF) March 18-20 in Mumbai.

IFF is one of the biggest fashion and retail engagement platforms globally that focuses on product innovation, experiential retail, entrepreneurial concepts and technology  and is attended by global and Indian fashion business and retail heads.

The Woolmark Company Global Innovations Manager Roy Kettlewell and The Woolmark Company Key Account Manager and specialist for The Wool Lab Birgit Gahlen held a Masterclass on shaping the future of fashion in wool titled “future fashion creative - international trends SS16 and preview of AW 2016/17”. With a focus on India, the session highlighted the key insights into how wool can address consumer desires for more casual dress through innovations for the coming years and beyond the SS16 and AW16/17 seasons. The Masterclass was attended by over 60 delegates and retailers and received a tremendous response as it helped the audience to discover the innovations and opportunities that wool can offer.

The Woolmark Company showcased The Wool Lab Spring/Summer 2016 edition, connecting wool buyers with suppliers

With the world experiencing an increasing trend of casualisation, The Woolmark Company has worked closely with wool manufactures to develop new processes which can provide casual effects for wool.
The result of these innovations is Wool Gets Casual. To highlight the commercial availability this innovative apparel, The Woolmark Company exhibited a selection of garments developed by various manufacturers across India. The stand exhibited innovative wool casual garments including: Circular Knit jersey (T-shirts), Vintage Merino (knitwear), Merino Denim (jeans), Merino Cotton LA finishing (shirtings) and Mercerised Merino (knits and wovens).

The Woolmark Company also hosted an evening fashion event along with the Raymond Premium Apparel,Shingora Shawls, Rage Knitwear and Apollo Shawls  displaying the style, silhouettes, design, flow, and the versatility of wool’s casual effect. The event attracted fashion and retail advocates from the industry.