Woolmark targets Middle Eastern market
03/01/2013
The target is to promote the breathability of the material to consumers and offer the fabric for traditional clothing.
Rob Langtry, The Woolmark Company’s chief strategy and marketing officer, said: “Lighter weight fabrics in the Cool Wool collections of Europe's leading weavers offer a superb alternative to less eco-friendly fibres often chosen for the warmer months in the Gulf. Cool Wool for dish dash or formal suits and jackets has proven thermal management qualities superior for next to skin comfort to other fibres traditionally selected for spring and summer."
Weavers supporting the programme include Alfred Brown, Dormeuil, Hield Brothers, Bower Roebuck, Charles Clayton, Bulmer & Lumb Group, Holland & Sherry and Johnstons of Elgin.
The Woolmark Company is in discussion with a number of tailors and retailers who are expected to join the programme over the coming months, and will be further promoted at the February edition of textile trade show Premiere Vision in Paris.
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