While fashionistas bring their stilettos to the streets of New York for the Mercedes-Benz Fashion Week spring runway shows, wool is likely one of the last fabrics on their minds.
Woolite is hoping to change that, opening its first pop-up store in New York's Soho district an extra week, through Sept. 16. The installation promotes the brand's new laundry detergent — all of the items sold in the store have been washed in the detergent and carry its distinctive scent — and will be promoted with a Twitter party today.
According to the press release,
True to the brand's campaign slogan, "WooliteWashed. Clothes look like new, longer", each item showcased will be washed in Woolite® so that consumers can experience firsthand and be amazed by the brand's product benefits. Consumers will be able to purchase limited-edition garments and accessories (which have been) pre-washed in Woolite, from five notable designers – Dannijo, Felix Rey, LNA, Laundry by Shelli Segal, and Timo Weiland. Items will retail from $28-$60, and 100% of the proceeds will be donated to Save the Children, a non-profit creating lasting change in the lives of children in need in the United States and around the world.
Halfway around the world, one of wool’s top wool-producing nations and trademarks – Woolmark – has partnered with famed Australian photographer Anne Geddes, who has made a name for herself taking photos of babies in flowers and other fairytale-like settings, “to photograph them nestling in cradles of wool,” as Stock and Land notes, for a 2013 calendar that features what may be the cutest interpretation of a logo ever.
Stock and Land also reports that Woolmark is suffering through a brutal year of fighting counterfeiters that is costing them about $64 million annually. Australian Wool Innovation, which owns the Woolmark trademark, “has been involved in 44 counterfeit cases this year compared with 12 in 2010.”
AWI is fighting the counterfeiters with technology, embedding chips into labels that can be read by an app on smartphones. “Washing labels on some products will also be marked with nano markers, dots the diameter of a human hair that show a Woolmark hologram through a magnifying glass,” the publication notes.
Below, more on the Woolmark/Geddes collaboration: