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Woolmark launches Cool Wool campaign at InFashion
20
Mar '13
The Woolmark Company’s global Cool Wool campaign reached a new audience, with the launch of the Cool Wool product range in India at the ‘InFashion 2013’ trade event. The launch was complemented by The Woolmark Company also showcasing the Spring Summer 2014 edition of the company’s The Wool Lab seasonal guide to the most interesting trends and best wool fabrics and yarns in the world.

InFashion is one of India’s leading trade events and attracts the textile, apparel and fashion community from India and South Asia along with more than 200 exhibitors. 

The launch of Cool Wool by The Woolmark Company – the global authority on wool – into the Indian market takes the global campaign to new heights, following the success that the campaign received in the Middle Eastern markets last year, and the launch this spring into Europe.

The objective is to extend the wool selling season, by providing consumers with a greater understanding and experience of the natural performance benefits of Cool Wool in comparison to other fibres normally worn in the hotter months.

The original Cool Wool program, launched by the International Wool Secretariat 30 years ago and used up until the late-1990s, was very successful. However, the new Cool Wool campaign takes the concept of trans-seasonal apparel even further for the 21st century with even lighter weight fabrics and yarns following the introduction of new specifications.

Cool Wool garments are manufactured from lightweight Merino wool fabrics with a maximum weight of 190 g/m² and a maximum mean wool fibre diameter of 22.5 micron. The fabric/garment surface is clean and smooth. Cool Wool fabrics and garments carrying the Woolmark logo are normally 100 per cent Pure New Wool but can include blends of wool natural fibres including cellulosic and fine animal fibres including silk.

Research has shown that wool performs better than cotton and polyester in the natural management of moisture and temperature, ensuring that Cool Wool makes the wearer feel less clammy and cooler. Wool breathes, absorbing and releasing up to 35 per cent of moisture vapour, naturally contributing to balancing the micro-climate of the human body by taking up and transporting the sweat and corresponding body heat formed during effort/exercise. Nylon or Polyester fibres cannot perform in this way as the material has far less ability to absorb water, quickly becoming wet when meeting the body sweat.

The Cool Wool consumer campaign launch in India this season will also include a comprehensive retail program and sees The Woolmark Company partner with The Raymond Group through their exclusive outlets in selected cities.

Cool Wool forms an important supporting element within The Woolmark Company’s Spring Summer 2014 Wool Lab collection – the seasonal guide to trends and the best wool fabrics and yarns. The launch of Cool Wool in the Indian market reinforces The Wool Lab’s key themes for spring/summer: lighter weight and fine Merino fabrics created to unveil the potential of Merino wool products in the warmer months.

Present at In-Fashion 2013, The Woolmark Company Country Manager for India, Amir Sheikh said, “our participation is an initiative to re-introduce the concept of Cool Wool to the Indian trade with the aim to expand the participation of manufacturers and brands in future.

“Cool Wool is a premium lightweight natural fibre and In-Fashion 2013 gives us the opportunity to highlight this fibre and create interest among visitors.”

The Woolmark Company


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