The Woolmark Company in collaboration with Mumbai-based Shoppers Stop Limited focused on Australian merino wool at WoolFest 2017. As part of the Grown in Australia, Made in India campaign that highlights the farm to fashion journey of wool, WoolFest encouraged the use and integration of merino wool as a trans-seasonal fibre into the daily wardrobe.

"We are happy that the WoolFest 2017 has taken the farm to fashion story of Merino wool to newer audiences and have let them experience the versatility of the fibre first-hand. Our valued association with Shoppers Stop has furthered our effort in reaching out to consumers and encouraging them to use wool in fashion. The Grown in Australia, Made in India campaign showcases Merino wool along with India’s handloom industry and is an endeavour we will continue pursuing," The Woolmark Company country manager India, Arti Gudal said.


"We are delighted to partner with The Woolmark Company in this effort to promote and reinforce the use of wool and woolen apparel. The Woolmark Company is the leading custodian of wool quality standards and an established brand in the global fashion fraternity. We are delighted to give our customers the opportunity to experience the signature Woolmark experience," said Gopal Asthana, customer care associate & head - Buying & Merchandising, Shoppers Stop Ltd.


WoolFest 2017 was supported by a lucky draw contest and in-store wool installations. The contest that ran from December 8 to 17 targeted 30 Shoppers Stop stores pan India retailing wool apparel from fashion brands.


Source : Fibre 2 Fashion

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