Wool made a significant comeback into high fashion about 4 years ago, and British luxury hasn’t looked back. Fine merino wools are highly sought after by fashion houses around the globe. The longevity of wool is significant, and this magnificent product is one that will reach far into the future; it might have made a comeback, but for many, it never left.
British luxury is all about the feel and the experience; a cashmere cardigan isn’t just about the style and colour, but about how it wears, and how it makes you feel.
When the Campaign For Wool officially began in October 2010 London’s historic tailoring street Savile Row transformed into a pasture grazing fifty sheep. Over 100 companies participated in Wool Week and thousands of consumers took part in activities such as knitting and felting. Yellow sheep were even spotted queuing outside Selfridges department store on Oxford Street. 2011 saw the launch of Wool Modern, an exhibition opened by His Royal Highness the Prince of Wales, showcasing the very best in fashion and design in wool. Wool Modern featured the work of seminal designers such as Yves Saint Laurent, Alexander McQueen and Vivienne Westwood. www.campaignforwool.org
The list for what makes wool such a fantastic product is a long one.
It’s one hundred percent natural and has been acknowledged as one of the most effective forms of all-weather protection known to man since the Stone Age; As sheep make a new fleece every year, wool is entirely renewable; Wool can be returned to the earth at the end of its useful life and it will breakdown entirely; Wool is naturally insulating due to its hygroscopic fibre, and it’s unique structure makes it extremely breathable; Wool fibres are strong, naturally elastic and absorbent; it’s properties allow it to react to change in body temperature keeping us warm in the cold, and cool in the hot; Wool is naturally safe and isn’t known to causes allergies.
Recent innovations mean wool items are no longer hand-wash only; many wool products can now be machine-washed and tumble dried.
His Royal Highness The Prince of Wales, as Patron for The Campaign for Wool officially endorsed the Dumfries House Declaration where a ten-point declaration for supporting environmentally responsible, sustainable and commercially viable wool in the industry was officially endorsed. Because of this, the wool industry has never been stronger. There is no material that can out-do wool, and despite scientific progress and technological advances, wool outperforms them all.
Photo Credit: Campaign For Wool www.campaignforwool.org