The Woolmark Company introduced items from the Merino Mini collections which have been created to showcase product development ideas and innovations to the industry. Samples of jersey pieces and bodysuits, knitted pullovers and pants, blankets and other garments, produced using the finest Merino wool, were showcased.

The brand’s objective was to highlight the natural qualities of  wool fibre and its benefits in childrenswear.

Partnership

The advertising campaign developed in partnership with premium Italian kidswear label Il Gufo, focuses on the wool capsule collection produced in collaboration between the two brands, which started in 2012.

The campaign will represent the positive values Woolmark shares with Il Gufo, proposing a joyful image of childhood and a modern concept of childrenswear.

It will be broadcast globally from August, supporting the launch of the collection in Il Gufo’s eight flagship stores, more than 750 wholesalers and four shop-in-shops, in nine countries: Italy, Russia, Germany, Belgium, Spain, Austria, Switzerland, Japan and USA.

The Woolmark Company Chief of Global Strategy and Marketing Rob Langtry explained: “The Woolmark Company is proud to grow the partnership with Il Gufo, a brand with which we share values of excellence, innovation and commitment to quality, through the launch of a joint International advertising campaign which celebrates the beauty of Merino wool. It is a new step in educating consumers on the benefits of wool in childrenswear.”

The capsule collection

The partnership has seen the development of a colourful collection, composed by pullovers, cardigans, jackets and other pieces in 100% Merino wool, in a special range of colours, designed to enhance the wool’s benefits in childrenswear: softness and comfort next to skin, breathability, resilience and easy to care.

Rob Langtry  commented: “Coherently with the corporate mission of increasing awareness and demand in favour of wool, the company will continue to promote wool in the Mothers and Babies category, supporting the best brands through product development innovations and educating the players of the supply chain, from retailers to consumers.”

www.woolmark.com