This week, the latest edition of the menswear trade show, Pitti Imagine Uomo in Florence, set the stage for sustainably certified wool through a special event with the Campaign for Wool and Cape Wools, which championed the beauty, softness, unique crimp and traceability of South African Merino Wool.
The event, hosted at The British Institute in Florence on 14 January, saw the launch of a new Menswear capsule collection, created by one of South Africa’s best-known design-duo mmusomaxwell, (Maxwell Boko, Mmuso Potsane).
As former International Woolmark Prize Winners and recipients of the Karl Lagerfeld Award for Innovation, and in keeping with their design aesthetic inspired by African heritage and contemporary culture, the ethically-focused label created a series of garments crafted in woollen cloth supplied by Moon, worsted cloth by REDA and knitwear yarns from Gerber & Co (SA).
The presentation also showcased Merino wool fibres, yarns and garment pieces supplied by Moon, Knoll Yarns, Gerber & Co, Core Merino, Lukhanyo Mdingi and Viviers, all selected to demonstrate South African Merino’s versatility, durability, soft handle, colour and lustre, to retailers, designers, buyers, specifiers and brands in attendance.
Each innovative garment and design presented celebrates heritage, craftsmanship and local knowledge, sourced from different regions of South Africa cementing South Africa’s rightful place on the global fashion stage.
South Africa is home to around 8,000 commercial wool farmers, and just over 45,000 individual communal farmers. These communal farmers do not own their own land, and they farm on land allocated to them to run their sheep. They are dependent on their source of income from wool, which plays a very important role in ensuring the livelihoods of these communities.
mmusowaxwell said, “Sustainability has always been at the heart of our design process. We are incredibly proud that our home, South Africa, offers a reliable source of sustainably certified wool, which meets the Sustainable Cape Wools Standard. Our first menswear collection reflects our affinity for tailoring and incorporates our signature asymmetric illusion layering.”
Peter Ackroyd, the new Chairman of Campaign for Wool, said, “The South African Merino wool industry consistently generates high quality, environmentally sound products for international markets. The country has a rich history of sheep and wool farming from established woolgrowers who understand the importance of animal welfare and environmental excellence. Pitti Imagine Uomo offers a perfect platform to showcase some of the leading brands and manufacturers working with these yarns and fabrics. The brands selected for this particular presentation include Woolmark licensees Moon, REDA and Knoll Yarns, each offering unique product and quality assurance that have fully embraced transparency in the supply chain.”
Deon Saayman, Chief Executive Officer, Cape Wools added, “I believe this is an exciting opportunity for the South African Wool industry, and our recent partnership with Oritain ensures South African wool can be verified globally and at any point in the supply chain using Oritain’s unique auditing methodology combining forensic science and data to detect naturally occurring elements in a product or raw material. As proof of origin, the Oritain Verification of Origin and Provenance mark can be displayed on labels with a unique QR code providing a direct digital link to the guarantee. Our wool consumers worldwide deserve to know where the garment or product they have purchased comes from. We are now the world’s leading supplier of sustainably certified traceable wool.”
Images from Campaign for Wool and Cape Wools.
