Woolmark Ties Up With Indian Fashion Forum To Promote Wool As All-Weather Wear

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The Woolmark Company of Australia has tied up with India Fashion Forum (IFF) to market Australian Merino wool as ‘all-weather’ wear even for summer, as part of its ‘Grown In Australia, Made In India’ initiative.

The company hosted a fashion show in Delhi recently to showcase garments made of Australian Merino wool, in order to rope in leading brands. The event was attended by dignitaries from the Indian textile ministry, Australian Deputy High Commissioner Chris Elstoft, as well as India’s leading retailers and manufacturers.

“The farm to fashion journey truly highlights how Merino wool can beautifully be transformed into fashion pieces here in India. We encourage the use of wool as a natural fibre as we aim to promote the Indian wool industry. This natural and biodegradable fibre is easy to tailor, which makes it a popular choice for most manufacturers and retailers in India,” Union Textile Minister Smriti Irani said about the Woolmark initiative.

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According Woolmark, the Australian-grown premium Merino wool is trans-seasonal as well as breathable, which makes it suitable for winters as well as summers. Merino wool is not only biodegradable and eco-friendly, but also versatile.

Over the years, The Woolmark Company has been painstakingly backing a handful of designers to showcase Merino wool. One such Woolmark-backed designer, Jimit Mistry who showcased his garments at the recent fashion show stated, “My recent work in association with The Woolmark Company consists of a range of menswear suits, crafted using fine Australian Merino Wool fabrics”.

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“Wool as a fabric has an age-old history and has been a key contributor in evolution of fashion around the world. The versatile fibre can easily blend with various other natural fibres. Its unique property of moisture management makes it suitable for all seasons,” he said.

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