Italian fashion brand and knitwear specialist Benetton has renewed its partnership with The Woolmark Company to certify the quality and sustainability of its latest extra fine-gauge merino wool collection. No stranger to Merino wool, United Colors of Benetton’s latest collection stays true to its signature palette of loud, bold colors.
Nevertheless, the collection’s hero lies within its fiber choice and paves the way for the collection’s name: Never-Ending Wool. Merino wool is the finest and softest sheep’s wool globally, and Merino wool makes up just 1% of the world’s fiber for apparel – true luxury.
For United Colors of Benetton, wool is not just raw material but an emotional fiber that holds people together over time, with its wool garments often handed down from generation to generation, becoming family heirlooms, as shown in its clever ad campaign.
The Woolmark-certified collection, ready to drop in time for fall/winter 21, comprises Merino Extra Fine knitwear, guaranteeing not only fiber quality but luxurious next-to-skin softness. In addition to being soft and breathable, Merino wool uses 18% less energy than polyester and nearly 70% less water than cotton to produce 100 sweaters, is 100% biodegradable, so it does not contribute to microplastic pollution in our oceans or on our land and is the most reused and recyclable fiber on the planet of the major apparel fibers.
Benetton Group S.r.l. is a global fashion brand based in Ponzano Veneto, Italy, founded in 1965. Benetton Group has a network of about 5,000 stores worldwide, and it is a wholly-owned subsidiary of the Benetton family’s holding company Edizione. The Woolmark Company is the global authority on Merino wool and owns the Woolmark logo, a quality assurance symbol applied to more than 5 billion products.
