Merino wool is a favourite of fashion designers. Discover the wool fashion of today
Natural wool is gaining popularity all over the world, even famous fashion designers choose it. What innovations is the wool industry bringing and what fashion trends are prevailing? Let's take a look at the current customer demands in the 21st century and what wool pieces can be found on the market today.
Wool garments as the basis of the fashion industry
Natural fibres are becoming increasingly popular and the growing interest in wool only confirms this. Wool clothing is highly valued for its thermal insulation properties in cold climates, while in warmer regions customers appreciate its lightness and breathability. Merino wool is now also used by fashion icons such as Karl Lagerfeld and Victoria Beckham - for them, this natural fabric is the ideal basis for creation and design.
Moreover, fashion trends correspond to modern lifestyles: people crave comfort and originality and are looking for practical, stylish pieces for everyday wear. As the Czech fashion theorist Odolen Zítek said in 1962: "For a model to become fashionable, it must be worn with pleasure by thousands of people, not just by mannequins on the catwalk."
Consumers as the driving force behind innovation in the wool industry
The wool industry is also constantly evolving due to increasing consumer demands for quality and versatility in clothing.
What are the main demands today?
- Stylish appearance combined with maximum comfort
- A casual and informal look that looks elegant
- UV protection
- Easy maintenance
- Ecological sustainability, involving less water, energy and chemical consumption
Woolmark - a symbol of quality and innovation
The Woolmark Company has been guaranteeing the quality of wool products worldwide for more than half a century. It is gradually dispelling myths about the unpleasantness of wool on the body - for example, that it "bites". Thanks to advanced production technologies, today's Merino wool is finer than ever, often thinner than a human hair.
Australian Merino wool is considered one of the finest in the world, and its unique quality makes it ideal for garments with high demands on comfort and style.
Wool from head to toe - the wool clothing range today
Merino wool is now available in a wide range of garments for everyday wear, sports, leisure and formal occasions. Popular products include:
- Summer merino wool t-shirts and tank tops
- Autumn and winter coats, cardigans, knitted sweaters and merino wool scarves.
- Wool accessories such as hats, gloves, and socks.
- Baby fleeces
Wool garments are versatile and offer comfort and style in every situation - from business meetings to mountain hikes. Thanks to constant innovation, wool is embraced in every season and style of clothing and continues to be a staple in the fashion world.
