Woolmark and Max Mara develops innovative wool denim

Max Mara has always used Merino wool for its collection and this season with the Woolmark Company, the global authority on wool have developed an innovative Wool Denim line for it’s Autumn/Winter 2017 collection, celebrating the unique qualities of Australian Merino wool.

Max Mara has expanded beyond the traditional uses of wool, such as fine tailoring, heavy coats and knitwear, to showcase a different approach for the fibre and celebrate its innate versatility.

Max Mara has utilised innovative 100% Wool Denim fabrics that replicate the look and style of traditional denim – retaining the traditional 3/1 weave – but have added benefits thanks to the natural qualities of Merino wool, including increased softness, warmth and resistance to wrinkles.

The twisted, strong wool yarns have been dyed with ecological dyes to imitate natural indigo and have been tested against the stringent guidelines to gain Woolmark certification.

Stuart McCullough, The Woolmark Company Managing Director said that they are very pleased to have Max Mara showcasing Merino wool at its finest and this innovative collection will no doubt resonate with a cross-section of global consumers.

Merino wool is a luxurious, natural fibre and Max Mara’s latest Autumn/Winter collection highlights wool’s modernity and global relevance in high-end fashion.

As the global authority on wool, they not only feel pride on being at the forefront of innovation, but also on the transfer of their knowledge of the fibre. Their expert staff have recently provided in-depth training and education for more than 180 global Max Mara staff on the natural benefits and innate versatility of Merino wool.

Max Mara and The Woolmark Company the two brands to celebrate their collaboration have planned a global road show that will stop in Milan, Moscow, London, Sydney and Beijing.