Merino promotion plays it cool

Cool wool in the form of lightweight Merino suiting fabrics is set to target the warmer regions of the world.

The Woolmark Company is working with Europe's premium wool weavers to bring the best out of wool's natural breathability and thermal-management properties.

Offering a soft, luxurious drape, the Cool Wool fabrics will initially be targeted at the buoyant Gulf markets.

Woolmark is banking on the Cool Wool theme to win over a strong following in both a traditional and also the more relaxed and easy-going market.

The company's chief marketing officer, Robert Langtry, said the Cool Wool Campaign sent a particular message about Merino's unique adaptability to hot and humid conditions, coupled with the fibre's ability to regulate body temperature.

"The campaign complements Woolmark's recent global Merino No Finer Feeling campaign which demonstrated the superbly soft handle and exquisite drape of fine Merino wool fabrics," Mr Langtry said.

Woolmark chief executive Stuart McCullough said the word 'cool' was back in common parlance.

"The timing is perfect to re-introduce a product that has natural cooling ability, even when worn in searing heat," Mr McCullough said.