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G: Pockets | April 2014

The Woolmark & Raymond launch cool wool

In a continuous effort to promote wool as a trans-seasonal fibre in India, The Woolmark Company and Raymond have entered into a partnership to launch a complete new Cool Wool collection for Indian customers. The partnership reiterates The Woolmark Companys commitment to drive awareness about the plethora of benefits that wool offers and is strengthened by joining with Raymond - Indias leading menswear brand and the leading manufacturer, marketer and retailer of worsted suiting fabrics over the past eight decades.

Cool wool garments are manufactured from lightweight merino wool fabrics with a maximum weight of 190 g/m¦ and a maximum mean wool fibre diameter of 22.5 micron. Merino wool is used for its natural, breathable and thermal-management properties in lighter-weight fabrics for warmer climates.

The cool wool range from Raymond includes 100 per cent wool fabric as well as blends with natural fibres including silk, cotton and linen. On display at a fashion show held at the Australian High Commission was a collection of more than 20 garments designed by Indian fashion designer Jai Gupta - with contemporary styling, finesse, and subtle designs. This collection will be introduced in the market from March 2014 at Raymond stores and leading multi-branded outlets in the country.

Peter Ackroyd, global strategic advisor for The Woolmark Company, said "India has a tropical, climate and customers avoid wearing wool garments in summers, as they clearly identify the fabric with winters. We want to negate this notion. Indian customers need to understand the true potential, versatility, and the benefits of using wool in summers. With cool wool, we are confident and believe that Indians will fathom the adaptability of wool in summers."

"We are delighted to partner with Raymond, one of the oldest and the largest fabric brand and fashion retailers of India. Raymonds cool wool menswear collection exemplifies the infinite possibilities of using wool. The designs presented were pragmatic, unique, and captivating."

"This cool wool offering from Raymond is the output of product engineering that is aimed at widening the appeal of wool towards new consumption possibilities," explains Raymond Ltd Chief Marketing Officer—Lifestyle Business Mrinmoy Mukherjee.

"This unique collection of smart and comfortable fabrics will unleash the true potential of wool by offering our customers an exquisite collection ideal for all seasons. We consider wool to be an appealing proposition in fabric and ready-made that can be used round the year in the country. We are confident that the magic of wool combined with the equity of Raymond will continue to be a winning combination."

"Cool wool is one of the most easily adaptable trans-seasonal fabrics for Indian weather, which maximises wearing opportunities," Gaurav Jai Gupta said. "The collection refers to new ways of juxtaposing separates for menswear and is simple, timeless and straightforward."

Australias Acting High Commissioner, Bernard Philip, said "Australia is the worlds leading wool producer, accounting for around one quarter of the global wool production and Australia has a long tradition of trade with India in wool. In 2012-13, India was the second largest market for Australian wool and Australia was the largest source of Indias wool imports."

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