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Woolmark Teams With Lane Crawford for Merino Wool Athleisure

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Wool may not be the first thing that comes to mind when it comes to athleisure, but the fiber is making headway in the category.

Asia’s luxury department store Lane Crawford has collaborated with the Woolmark Company to launch two wool-rich athleisure capsule collections by Helen Lee and Particle Fever.

Under the theme of Fitness x Fashion, the collections are available exclusively in Lane Crawford stores across China and Hong Kong, and the campaign also features Chinese model and fitness enthusiast He Sui.

Lane Crawford is showcasing these collections at fitness-inspired visual merchandising displays highlighting the natural versatility and benefits of Australian merino wool as a performance fiber.

“These capsules incorporate merino wool into innovative and technical athleisure pieces that showcase the versatility of the sustainable fiber,” Joanna Gunn, Lane Crawford’s chief brand officer, said.

With the theme of Work Out Work, Helen Lee’s collection aims to motivate urbanites to get moving and aspire toward a healthier, balanced lifestyle. Her layered looks combine modern prints in contrasting colors such as bright yellow and gray, while the use of lightweight and versatile merino wool fabrics make each garment easy to combine and comfortable to wear.

“When people think of wool, they usually think of thick and heavy materials,” Lee said. “However, the fabrics I used in this capsule were in fact incredibly light and breathable, and this project has completely changed my perception of wool. I aimed to design athleisure pieces in this capsule collection that are practical and easy to mix and match, but also comfortable, stylish and trendy.”

The Woolmark Co. and its Wool Lab have worked with companies and designers in recent years to emphasize lighter weight wool and the natural fiber’s sustainable, temperature management and diversified qualities.

[Read more about Woolmark collaborations: Woolmark Co. and Max Mara Develop Wool Denim]

The collection by Particle Fever focuses on a fresh approach to activewear.

“Right from the beginning of my design process, I prioritized functionality over atheistic,” said Particle Fever chief designer Lin Hai. “Drawing the inspiration from merino wool, I hope to bring up that wool-rich athleisure collection can also be stylish and innovative.”

The launch is part of a two-year strategic partnership in China and Hong Kong between Woolmark and Lane Crawford to showcase outstanding local and international design talents, and to develop new creations and innovations inspired by merino wool.

The Fitness x Fashion athleisure collections are available now at lanecrawford.com and in Lane Crawford’s Shanghai, Beijing and Chengdu stores in China, and its units at the IFC Mall, Harbour City and Times Square malls in Hong Kong.

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