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Wool retains “global relevance” in fashion

Marketing and research body The Woolmark Company has developed innovative wool denim fabrics for use in the Autumn/Winter 2017 collection of Italian fashion company Max Mara.

The fabrics replicate the look and style of traditional denim, but combine this with the natural qualities of merino wool like softness, warmth and resistance to wrinkles. The wool yarns are dyed with eco-friendly dyes to imitate natural indigo denim. 

“We are very pleased to have Max Mara showcasing Merino wool at its finest and this innovative collection will no doubt resonate with a cross-section of global consumers,” said Stuart McCullough, managing director of The Woolmark Company. “Merino wool is a luxurious, natural fibre and Max Mara’s latest Autumn/Winter collection highlights wool’s modernity and global relevance in high-end fashion.”

To celebrate the collaboration, Max Mara and Woolmark have planned a global road show that will stop in Milan, Moscow, London, Sydney and Beijing. 

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