A brand new market for wool is being explored by The Woolmark Company through its Mothers and Babies program.
The Merino Mini Collection of new products were showcased at the Italian children’s apparel trade show Pitti Immagine Bimbo, alongside more than 500 brands in Florence. The special program has been created by The Woolmark Company to highlight the many natural benefits of wool to this lucrative segment of the market.
The Merino Mini collection includes innovative wool jersey and knitted pieces and gained the appreciation of brands, retailers, buyers, manufacturers and media specialising in children’s wear.
One product example is Ewenique, an Australian brand that produces baby sleepwear and wraps in Australian Merino wool. Over the years, Ewenique has demonstrated an ongoing commitment to ensure that the entirety of their product offering is made out of 100 per cent Australian Merino wool.
Ewenique sources luxuriously soft fabrics from Woolmark licensee Charles Parsons and uses a local maker in New South Wales to produce its garments.
“Wool’s unique vapour-management qualities move moisture away from the skin, allowing a baby to stay cooler and drier, with a more consistent body temperature throughout the night, whatever the season,” co-owner of Ewenique, Monique Harper says. “No manmade fibre has come close to replicating Merino’s natural attributes. In our environmentally conscious times, Merino is highly marketable.”
Studies suggest that sleep quality improves when sleeping on or under Merino wool. This appears to be related to wool’s unique temperature and moisture management properties, and texture.
Merino wool is easy to care for, safe and incredibly fine and soft next-to-skin: definitely, the ideal fibre for babies’ and kids’ wear.
