Wool brands are working for closer collaboration and joint product development with brands. Brands are increasingly combining different technologies and new applications of wool in their performance and outdoor wear products as the use of wool goes beyond the knitted.

Wool is used as wadding for jackets to replace downs or synthetic wadding. Companies already using wool are increasing use wool content in their collections. In addition, many companies who previously were not using wool are starting to do so.

Major brands are now making sure that they have at least some merino in their ranges. They have found innovative ways to integrate wool into their products. There are jackets with felted wool elements on the outside combined with fine next-to-skin knitted wool on the inside. Some synthetic jackets have wool elements worked into the design.

Wool is showing a positive trend in performance wear. One hundred per cent wool and blended fabrics will continue to show growth in this market sector. Woolmark’s innovations include a water and wind protection jacket made of a fabric that uses a specially treated wool fiber. The fabric is constructed through a unique fiber stretching and fabric compacting technology, resulting in a fabric that is wind and water resistant as well as sporting wool’s other natural benefits such as breathability and resilience.

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