Woolmark has added a new section to its website exclusively featuring merino wool clothing. The aim is to make merino wool crafted products, designed by various brands from across the globe, more easily accessible and discoverable for consumers worldwide.

The platform not only allows consumers to browse the world’s finest wool clothing and accessories but also link the farm-to-fashion journey of the wool fibers used in the products. The web portal aims to increase consumer engagement and provide a central marketing channel for the fiber, its products and its brand image.

The digital marketplace currently features an array of pullovers, tailored shorts, pants, jackets, beanies, skirts, capes, cardigans, sheath dresses and bombers from international labels like Rag & bone, Burberry, Giorgio Armani, DSQUARED2 and Emilio Pucci.

Woolmark is the Australian-based international wool textile organization. Over the past two years its digital presence has significantly grown. Currently it’s about 60 per cent digital and 40 per cent traditional. Within the next three years that may go up to 90 per cent digital and 10 per cent traditional. The company is the global authority on merino fibers. It engages in the research and development of better textiles. The company’s iconic Woolmark symbol stands for the versatility and luxury of merino wool.

www.woolmark.com/