The Woolmark Company presents Wool Gets Casual at India Fashion Forum

18 March 2015

The Woolmark Company will showcase a selection of Merino wool innovations aligned with fashion trends, along with industry services connecting buyers of Merino wool with suppliers, at India Fashion Forum March 18 to 20 at the Bombay Exhibition Centre in Mumbai. The Woolmark Company can be found at Stand E1D and on March 18 will also be hosting a trends seminar titled Shaping the future of fashion in wool, providing those in attendance with an in-depth and comprehensive understanding of Merino wool, recent innovations with the fibre and a presentation of The Wool Lab Spring/Summer 16.

Wool Gets Casual will be a highlight at the India Fashion ForumThe driving force behind Merino wool innovations is the trends in consumer needs and attitudes, allowing the wool industry to remain dynamic and constantly changing. In recent years the world has experienced an increasing trend towards more casual attire - both in formal and informal situations – and so The Woolmark Company has worked closely with wool manufactures to develop new processes which can provide casual effects for wool.

The result of these innovations is Wool Gets Casual. The Woolmark Company will be exhibiting innovative wool garments developed from manufacturers across India to showcase commercially available apparel with a casual look. Visit The Woolmark Company’s stand to learn more about these innovations, including Circular Knit jersey (T-shirts), Vintage Merino (knitwear), Merino Denim (jeans), Merino Cotton LA finishing (shirtings) and Mercerised Merino (knits and wovens).

The Woolmark Company will also showcase its latest edition of The Wool Lab, an innovative seasonal guide to the best wool fabrics and yarns in the world. The Wool Lab SS16 showcases real samples of commercially available fabrics aligned to the season’s macro-themes.

“The Wool Lab has fast become a key element in both educating the trade and stimulating the demand for wool at the premium end of the apparel market,” explains The Woolmark Company Chief Strategy and Marketing Officer Rob Langtry. “By presenting a collection of commercially available fabrics and yarns, The Wool Lab remains instrumental as an inspiration to designers, and in expanding the visibility and availability of wool across the world and ties these availabilities into some of the likely trends in fashion apparel that we will see in the next few seasons.”

In addition to The Wool Lab, The Woolmark Company’s Looking for Wool Sourcing Guide will also be available for wool suppliers and manufacturers to register their business with the guide. Looking For Wool is an online directory for sourcing wool and wool-rich products, part made and fully finished, connecting suppliers with manufacturers.

The Looking For Wool Sourcing Guide is owned by The Woolmark Company, and it is free of charge to use for both suppliers and buyers. Companies wanting to be listed in the Looking For Wool sourcing guide must register at