Dubai, UAE – Through collaborations with world-renowned brands and designers, The Woolmark Company is setting new fashion trends with Merino wool. From formal wear to sports clothing, the internationally renowned fibre’s comfort and durability has become a crucial component for trend-setters across an array of styles. As well as being central to The Woolmark Company’s new two-year partnerships with French label Koché and Japanese fashion label Facetasm, Merino wool is also incorporated into the ranges of many other much-loved global brands, through their design and brand partnerships with The Woolmark Company. The company has worked with many luxury apparel companies like Brooks Brothers, Arrow and Louis Phillipe, along with worldwide fashion brands such as Levi’s and Marks & Spencer, and sports brands such as adidas, Zeven and Patagonia.

Wool ambassador and renowned Indian actor Shravan Reddy, can be seen showcasing a range of Merino wool styles from the classic to the contemporary in The Woolmark Company’s new video teaser, released at the Middle East Retail Forum, which also highlights the farm to fashion journey. The new collection, supported by The Woolmark Company, features wool looks by various fashion designers and brands including Manish Malhotra, Nachiket Barve, Rahul Mishra, Dhruv Kapoor, Dhruv Vaish, Eka Raymond, Brooks Brothers and Ermenegildo Zegna.

Speaking about becoming the face of The Woolmark Company Shravan Reddy commented, “I am honoured to be a part of the campaign promoting Merino wool and its eminence with The Woolmark Company. Identifying with a brand has never been easier for me and therefore my association with The Woolmark Company has stemmed almost naturally.” 

Wool’s natural properties and latest innovations have made it the ideal fibre for apparel, from formalwear through to high-performance active-wear. The adoption of the natural fibre by top brands in their collections has given wool a whole new perspective in the market, and has influenced creative designers and buyers across the world.

Ermenegildo Zegna, Brooks Brothers, Missoni, Marks & Spencer, Max Mara, M.J. Bale, Paul Smith, JNBY, Neve Designs, Mountain Designs, Levi Strauss & Co., Stone Island, Raymond, Louis Phillipe and Arrow have all collaborated with The Woolmark Company highlighting wool in their luxury suiting and apparel lines. Sportswear brands like adidas, Zeven, Patagonia, Australian, Zegna Baruffa, Prodigy and Rapha also integrate Merino wool into their designs, due to its exceptional comfort and durability.