Sustainability is the need of the hour

(life) The Woolmark Company has collaborated with the Indian designer label Péro and Bhuttico of Himachal Pradesh in an attempt to narrate the journey of Australian Merino Wool to the handlooms of Kullu. The collection which is part of The Woolmark Companys 'Grown in Australia, Made in India initiative features designer, Aneeth Arora creating a craft artisanal grunge-chic collection. The line in blues, khaki and off-white are 100 per cent natural, renewable and biodegradable. life spoke to Dilip Gianchandani, Country Manager, The Woolmark Company to get more details.

How was the experience collaborating with Aneeth Arora's Péro?

Gianchandani: The Woolmark Company has been associated with Péro since many years through International Woolmark Prize and other projects. It's always been a great experience to partner with the brand and through this particular partnership we were able to showcase Australian Merino Wool as the ultimate natural fiber grown year-round which helped to bring out the natural, renewable and biodegradable aspects of Merino wool to broader spectators.

How does this collaboration stand out from the other collaborations done by TWC?

Gianchandani: With sustainability being the need of the hour and increasing consumer awareness, we tried to bring India's handweaving traditions in the light here. This collaboration beautifully showcases the Indian craftsmanship using Australian Merino wool through the looms of Bhuttico. The project is one of its kind partnerships where three unique allies have come together to exclusively launch the Merino Wool collection.

What are your plans in India?

Gianchandani: The Woolmark Company and has been closely working with the entire supply chain of fashion and textiles to contribute to a vibrant and sustainable Wool industry. The brand represents a commitment between woolgrowers, brands, and consumers on the authenticity and quality of the fiber that connects us and we hope to be a part of initiatives and associations which will help us pave forward in this direction.

How popular is Merino wool in the Indian market?

Gianchandani: Merino wool is one of the oldest known luxury fibers in India. Since generations, Ind have been wearing fine Merino wool sweaters and suits. Now among the millennials, wool is gaining popularity as it is 100 percent natural, biodegradable & renewable. Innovations in Merino wool towards sportswear is another reason for increasing popularity among trade and consumers.

What are the other offerings by The Woolmark company that has high demand in India?

Gianchandani: We've always directed all our efforts towards collaborations and innovations aligning with major trends. Our technical team is constantly pushing the limits of the fiber, making it further into the future and developing wool fabrics which have never been seen before. We've been working on creating seamless Merino wool apparel, acting like a second skin and allows a combination of different patterns and knit stitches in different colors to existing on the one piece of fabric as Merino wool is the original performance fiber, and one of the world's most technically advanced. We also are working on products that deliver a unique, high-performance fabric that is ideal for outer-wear apparel as sportswear is gaining huge popularity among the millennials in India. Also, gone are the days of wool only being used for slippers; wool sneakers and other varieties of wool shoes are on the rise.

( With inputs from IANS )