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Woolmark launches 'The Wool Lab' at Pitti Immagine Uomo
Jun '12
The Woolmark Company this week presented the new season of The Wool Lab at Pitti Immagine Uomo, Florence, which runs until June 22nd. The Wool Lab, a guide to the best wool trends and products created to inspire and inform fashion and textile professionals regarding the infinite potential of Merino wool, was well received by the industry and media attending the fair.

More than 300 people visited the Woolmark stand and discovered The Wool Lab and its nine inspirational themes for Autumn Winter 2013/14, interpreted by a selection of commercially available yarns and fabrics sourced from the best suppliers in the world. The “Urban” trend has generated the most amount of interest, which presents wool yarns and fabrics in a street, young, cosmopolitan way, whilst pushing the casual concept to a more refined and quality-oriented aesthetic.

The Woolmark Company will show The Wool Lab at the following shows, post the launch at Pitti Uomo:

  • Pitti Bimbo, Florence from June 28th to 30th
  • Pitti Filati, Florence from July 4th to 6th
  • Spin Expo, New York from July 16th to 18th
  • Milano Unica, Milan from September 11th to 13th
  • Première Vision, Paris from September 19th to 21st.

Wal Merriman, Chairman of Australian Wool Innovation, owners of The Woolmark Company, explained, “The Wool Lab is both an inspirational and business-oriented tool, mixing the two main objectives of the company: to increase the demand for wool, coming from the top fashion brands that use it as a sourcing tool to discover new suppliers, and inspire the industry and media through to consumers, showing the infinite potential and beauty of Merino wool.”

THE WOOL LAB AW 2013/14: themes and products


The Dandy theme takes its inspiration from a cultured, exclusive and slightly romantic style. Emulating the elegance of the end of the nineteenth century, the collection is inspired by a desire to live a sophisticated life and to “live life as a work of art”. A set of clothes made of tailored suits and coats to represent a formal taste, completed by accessories and particular details. Classic weaves and colors for 100% wool fabrics or blended with other noble fibres.


Scenario and inspiration captured from the 1940s and the lifestyle of the American upper middle-class, with particular re-interpretation and modern relaxed accents to appeal to a younger generation. Traditional weaves and structured jackets play leading roles in this trend. Natural tones and colours are accented with highlights of teal and burgundy. Fabrics are 100% wool or blended with other noble fibres.


Inspired by the film “Witness”, set in the Amish community in Pennsylvania, this theme identifies severity, but at the same time an exorcism towards it. The fit is large and functional, which is reflective of how the theme traditionally appears in rural communities who need to be comfortable and practical. The fabrics are mostly in 100% Merino wool, traditionally heavy weight, with dark colour combinations and severe structures.

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