FLORENCE – The latest edition of Pitti Imagine Uomo spotlighted sustainably certified wool through a collaboration with the Campaign for Wool and Cape Wools, celebrating the qualities of South African Merino wool, such as its softness, unique crimp, and traceability.
On January 14, The British Institute in Florence hosted an exclusive event showcasing a new menswear capsule collection by South African design duo, mmusomaxwell (Maxwell Boko and Mmuso Potsane). As former International Woolmark Prize winners and recipients of the Karl Lagerfeld Award for Innovation, mmusomaxwell unveiled a collection rooted in African heritage and modern design. The collection featured garments crafted with woollen fabric from Moon, worsted cloth by REDA, and knitwear yarns from Gerber & Co (SA).
The event also highlighted a selection of Merino wool fibres, yarns, and garment pieces supplied by Moon, Knoll Yarns, Gerber & Co, Core Merino, Lukhanyo Mdingi, and Viviers. This curated display demonstrated the versatility, durability, softness, vibrant colors, and natural sheen of South African Merino wool to an audience of retailers, designers, buyers, and industry leaders. The innovative designs celebrated heritage, craftsmanship, and the local expertise of South African artisans.
South Africa’s wool industry supports approximately 8,000 commercial wool farmers and over 45,000 communal farmers. The communal farmers, who work on allocated land rather than land they own, rely heavily on wool production as a vital source of income, playing a crucial role in sustaining their communities.
Speaking about the event, mmusomaxwell said: “Sustainability has always been integral to our design philosophy. We take immense pride in the fact that South Africa provides a reliable source of sustainably certified wool that meets the Sustainable Cape Wools Standard. Our first menswear collection reflects our love for tailoring and features our signature asymmetric illusion layering.”
Peter Ackroyd, chairman of the Campaign for Wool, added: “The South African Merino wool industry consistently delivers high-quality, environmentally sound products to global markets. With a deep-rooted history in sheep and wool farming, the country’s woolgrowers prioritize animal welfare and environmental excellence. Pitti Imagine Uomo is an ideal platform to showcase innovative brands and manufacturers working with these exceptional yarns and fabrics. Woolmark licensees Moon, REDA, and Knoll Yarns have embraced full transparency in their supply chains, offering unmatched quality assurance.”
Deon Saayman, chief executive officer of Cape Wools, said: “This event presents an incredible opportunity for the South African wool industry. Our recent partnership with Oritain ensures that South African wool is globally verifiable at any point in the supply chain. Oritain’s forensic science and data-driven auditing methods detect naturally occurring elements in raw materials, providing proof of origin. Labels bearing the Oritain Verification of Origin and Provenance mark, with a unique QR code, offer consumers a direct digital link to this guarantee. Our global consumers deserve transparency regarding the origin of their garments, and South Africa now leads the world in sustainably certified, traceable wool.”
