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Woolmark Co. and Max Mara Develop Wool Denim

Max Mara and the Woolmark Co. have developed an innovative Wool Denim line for Max Mara’s wool-centric fall collection, bringing together the popular weave and natural fiber.

Max Mara has used innovative 100 percent wool denim fabrics that replicate the look and style of traditional denim—retaining the traditional weave—but with added benefits thanks to the natural qualities of merino wool, including increased softness, warmth and resistance to wrinkles, according to Woolmark.

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

Max Mara has long chosen merino wool as a key fiber for its collections, and this season the brand has pushed the boundaries on the traditional uses of wool, such a fine tailoring, heavy coats and knitwear, to showcase the fiber’s versatility and different approach for using it.

“We 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,” said Woolmark managing director Stuart McCullough. “Merino wool is a luxurious, natural fiber and Max Mara’s latest…collection highlights wool’s modernity and global relevance in high-end fashion.”

There have been other wool and denim collaborations of late, including Combat wool from Cordura that blends wool and nylon, and a Woolmark and Lenzing project that blends Tencel and merino wool in knits and wovens.

McCullough added that Woolmark’s staff recently provided in-depth training and education for more than 180 global Max Mara staff on the natural benefits and versatility of merino wool.

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

The Woolmark Co. is a subsidiary of Australian Wool Innovation, a not-for-profit enterprise that conducts research, development and marketing along the worldwide supply chain for Australian wool on behalf of about 55,000 wool growers that help fund the company.