Wool garments are like Bauhaus furniture, campaign claims
Biella-based knitwear yarns producer Zegna Baruffa Lane Borgosesia is working with The Woolmark Company on a new campaign to promote merino wool as a sustainable and quality fibre.
The Italian company has been producing yarns for 160 years and currently imports into Italy 10,000 tonnes of raw Australian merino wool per year. It has called the campaign it has developed with the marketing arm of the Australian wool industry ‘Merino Wool, Made By Nature’.
A promotional video highlights the journey wool makes from farm to fashion, showcasing a farm in Victoria called Glenrannoch, run by woolgrower Alistair Lade. The farm has 10,000 ultrafine merino sheep, grazing on 1,000 hectares.
Zegna Baruffa Lane Borgosesia’s factory in Biella also features, as does US-born, Milan-based designer Edward Buchanan, who talks about his reasons for choosing wool yarns to make knitted garments. “I love wool,” Mr Buchanan says. “I love the flexibility. I design in the same way as Bauhaus furniture. I like to build things up strong and hard so they last for a long time and wool is one of those fibres that you can count on for that.”
Specially created garment labels are also part of the campaign. The labels include a QR code that links to the campaign webpage and video, giving insights into the benefits of the fibre and the wool supply chain for consumers to view.
Equipping Zegna Baruffa Lane Borgosesia staff with up-to-date information about wool’s benefits are also part of the programme, helping them keep yarn buyers well informed.
