Cool Wool heads to India
12/03/2014
Cool Wool was introduced into the Indian market in March last year at Mumbai's India Fashion Forum, targeting the trade industry.
Woolmark strategic adviser Peter Ackroyd said the aim of the campaign is to change misconceptions that wool is only suitable for cold climates.
"India has a tropical climate and customers avoid wearing wool garments in summer, as they clearly identify the fabric with winter," he said. "We want to negate this notion. Indian customers need to understand the true potential, versatility, and the benefits of using wool in summer.
"We are delighted to partner with Raymond, one of the oldest and the largest fabric brand and fashion retailers in India. Raymond's Cool Wool menswear collection exemplifies the infinite possibilities of using wool."
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.
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. Cool Wool fabrics and garments carrying the Woolmark logo are normally 100 per cent Pure New Wool but can include blends of wool with fine animal fibres.
Pictured: More than 20 garments designed by Indian fashion designer Gaurav Jai Gupta went down the runway to launch the Cool Wool collection for menswear brand Raymond.
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