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Woolmark & SARAR team up to launch Cool Wool collection
Apr '14
Over the past two weeks SARAR and The Woolmark Company joined forces to highlight Merino wool as the ideal premium natural fibre for spring/summer to consumers in Turkey and Germany through a range of Cool Wool pieces.
On March 20 and 26, Germany and Turkey respectively carried out retail events in key flagship SARAR stores in Dusseldorf and Istanbul. The events were used as the platforms to showcase the launch of the 'Cool Wool for SARAR' collection, marking the beginning of an extraordinary partnership between the two international brands.
Attended by Ross Antony in Dusseldorf Germany, a leading TV celebrity, and one of Turkey's most famous and stylish actors from the TV series 'Intikam', Engin HEPILERI joined the SARAR Cool Wool launch at their flagship store in Zorlu Centre Mall, Istanbul.
"Wearing a SARAR Cool Wool suit has impressed me by the fabric quality and its features of light reflection, and also the inspiration the fabric provides to designers and men who want to have eco-friendly, innovative and stylish Cool Wool suits," said Engin HEPILERI during the launch.
The Cool Wool line is a capsule collection of menswear pieces, and includes a small number of womenswear garments, available in all SARAR stores throughout the spring/summer season. Each piece matches the signature style of SARAR's tailoring details and refinements using lightweight Cool Wool qualities. 
The garments are selected from a range of the most prestigious Merino wool fabrics. A select number of weavers supply the Woolmark-licensed Cool Wool fabrics which have the perfect qualities and weights to impart comfort, lightness, drape and soft handle.
The original Cool Wool program, launched by the International Wool Secretariat nearly 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, promoting the use of wool as a fibre for all seasons and extending the selling period of wool.
Research has shown that wool performs better than cotton and polyester in the natural management of moisture and temperature, ensuring that Cool Wool keeps the wearer more comfortable when temperature rises. Wool is a living fibre that breathes and naturally manages the body's micro climate by absorbing and transporting moisture vapour from the body preventing the build-up of humidity.

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