The Woolmark Company launches The Wool Lab, a seasonal guide to the most innovative, quality woollen fabrics and yarns, presented through the most inspiring fashion trends. The guide will be showcased to professionals from the international fashion and apparel industry: brands, fashion designers, retailers, haberdashers, weavers, spinners, media and buyers.
The Wool Lab is organised according to specific trends, sourcing inspiration not only from fashion, but also from the ultimate lifestyles, the world of design, pop culture and pervasive trends in consumer values across many other fields.
It's the result of intensive research, aiming at exploring the infinite potential of Merino wool, the most versatile and finest natural fibre, and the enhancement of its natural quality and the valuable characteristics it gains through innovative production processes and special treatments.
The Wool Lab also includes precious pieces of archival elements, expressing the long lasting and fascinating history of wool, and showing the most inspired woollen products from the past, to be rediscovered and perhaps reproduced, with a contemporary twist.
The Wool Lab: The seven inspirations for Autumn-Winter 2012/13:
• The Tweed Run: inspiring the special event at Pitti, the classic, traditional tweed, full of charm and style, in its most contemporary versions: lighter and softer, in colours and patterns inspired by typical British outerwear. Shetland yarns are mixed here with the softest Merino wool. • Library: telling the story of the emerging new preppy, sophisticated version of the WASP American style of the fifties and sixties. A selection of high quality fabrics and yarns, boasting the original patterns and renewed in unexpected colours. • Pure: it represents the wide themes of ecology and sustainability, in all their textile expressions, the most authentic and simple ones, highlighted with romantic accents. • Genoa's Harbour: the new way to express the worker and utility taste, in all its unique style. An unexpected elegance, embodied in the most refined fabrics and yarns. • Hermitage: it is the new folk, collecting stimuli from the Navajo aesthetic, and from the handmade and artisanal textiles present in the world, produced in different cultures and countries. Coloured, always surprising, embracing freedom of expression. • Sculptured: a close up on the fabrics and woollens structure. Braiding, tactile effects and special processing that emphasize wool's natural elasticity.Limited Edition: it includes fabrics and yarns of the most elegant and precious Merino wool in the world. The most exclusive production, the finest fabrics and yarn in the world.
After Pitti, The Wool Lab will be presented during the most important international fabric fairs: SpinExpo (Shanghai, September 6-8), Milano Unica (Milan, September 13-15) and Première Vision (Paris, September 20-22).
At the same time, through its international network, The Wool Lab will be presented by The Woolmark Company at regional presentations and workshops in order to reach the main targets of this tool: fashion brands, retailers and haberdashers.
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