The Woolmark Company and Paul Smith announce collaboration 

 

Textile fibre brand The Woolmark Company and British designer Paul Smith announce a collaboration that will see Australian Merino wool being highlighted across the Paul Smith Men’s London collection for spring / summer 2014 and autumn / winter 2014-15. In support of Merino wool, Paul Smith will take an ambassadorial role in collaborating with The Woolmark Company on a co-branded campaign for both seasons. The campaigns will run in digital formats as well as traditional print media to widen the reach of consumer engagement. The Woolmark Company has chosen Paul Smith for a global collaboration to highlight his design philosophy of ‘individuality’ and affirm the place of Merino wool as a premium, innovative and versatile fibre. For his first collection with The Woolmark Company, through the Men’s London collection for SS14, Paul Smith will focus on the use of Cool Wool. Seven worsted Cool Wool fabrics woven by European mills have been selected as the mainstay of the collection. Cool Wool fabrics are made from fine Australian Merino wool fashioned into lightweight fabrics through modern manufacturing and processing techniques. Merino wool is the natural fibre of choice for a spring/summer collection due to its natural breathability, softness, drape, moisture absorption and inherent temperature regulating properties – providing fabrics with luxurious style, shape and elegance.