Italian fashion brand and knitwear specialist Benetton has renewed its partnership with The Woolmark Company to certify the quality and sustainability of its latest extra fine-gauge merino wool collection.
Promoting this durable, recyclable, biodegradable fibre, the latest Benetton campaign is known as “Never-ending wool”, marking the renewal of its collaboration for the a collection with The Woolmark Company, an Australian brand that over the course of more than fifty years has established itself as the global authority when it comes to wool.
For such a stalwart of the Italian knitwear industry, such as Benetton, the excellence of wool is of prime importance, the company says, noting that in 2017 Benetton Group was the first European fashion industry company to become part of the International Wool Textile Organization (IWTO), with the aim of contributing to making the wool supply chain increasingly functional and transparent.
The renewed partnership with The Woolmark Company is aimed at certifying the quality and sustainability of over 500,000 merino extra fine garments in the Fall Winter 2021 collection.
For its part, Woolmark says it is committed to developing and promoting a more responsible use of wool and providing reassurance to brands and consumers that wool is a sustainable choice for the fashion industry.
In addition to being soft and breathable, wool consumes less energy during washing and makes clothes on average more durable than apparel made with other fibres. Furthermore, it is the most reused and recycled fibre of all and is biodegradable: if released correctly into the environment, it decomposes in a few years.
For United Colors of Benetton, however, wool is not just a raw material, but an emotional fibre that holds people together over time. The partnership presentation campaign shows how United Colors of Benetton wool garments are often handed down from generation to generation, becoming actual family heirlooms.
Benetton Group is one of the best-known fashion companies in the world, present in the most important markets in the world with a network of more than 4,000 stores.
The history of Benetton is built on innovation – seen in its bright colours, the revolution of the retail outlet, unique sales networks, and universal communications that have always been social talking points and aroused cultural debate.
