Benetton’s never-ending wool
In a bright burst of colours, one of the best-known fashion brands in the world, The United Colors of Benetton, launched more than one million 100% Woolmark-certified Merino wool garments in its Autumn/Winter 2021 collection.
The Benetton campaign shows wool garments are often handed down from generation to generation, becoming family heirlooms.
In a bright burst of colours, one of the best-known fashion brands in the world, The United Colors of Benetton, launched more than one million 100% Woolmark-certified Merino wool garments in its Autumn/Winter 2021 collection.
Merino garments in the Benetton collection
1 million
Comfortable, colourful, sustainable: The United Colors of Benetton’s new Woolmark-certified knitwear collection was launched in October in more than 2,500 stores across the world and promoted with dedicated online and offline initiatives.
Benetton is one of the best-known fashion companies in the world, present in the most important global markets. This season, the Italian fashion brand has renewed its partnership with AWI’s marketing arm The Woolmark Company to certify the quality of its vibrant new wool collection comprising more than one million 100% Merino garments.
The collection capitalises on the benefits of Merino wool – its softness, quality and its colour fastness which brings the bright colours that are an iconic aesthetic of the Benetton brand.
“Australian Merino wool is world-famous for its softness, resistance, versatility and performance.”
- United Colors of Benetton
In its promotional material for the collection, Benetton says wool is not just a raw material, but an emotional fibre that holds people together over time. Using the slogan ‘Never-ending wool’, the campaign focusses on the fibre’s durability – highlighting the fact that garments made of wool have a long lifespan and can be readily passed down from generation to generation, as shown in the advertising.
The brand’s commitment to sustainability is a philosophy that has permeated the Benetton Group culture for decades. This continues today with environmental protection initiatives involving various activities, from the selection of raw materials to improving the efficiency of processes along the entire supply chain.
To support the launch of Benetton’s campaign, The Woolmark Company is providing educational content about wool for Benetton’s e-learning platform that is accessible by 6,000 sales staff.
More information:
www.benetton.com/never-ending-wool-quality.html
www.woolmark.com/benetton
A highlight of the collection is a 100% Merino crew neck jumper with inlaid colourful balls of yarn reminiscent of the iconic Woolmark logo, with letters on each skein that make up the words ‘bene wool’.
This article appeared in the December 2021 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.
