United Colors of Benetton presents Never-ending Wool, a campaign that commemorates half a century of collaboration with The Woolmark Company, the global authority on Merino wool.
To mark the launch of its Fall Winter 2023 collection, United Colors of Benetton presents a campaign celebrating the quality of its wool garments and the 50th anniversary of its partnership with The Woolmark Company.
The Woolmark Company is an Australian nonprofit that, in more than half a century of operation, has established itself as a global authority on wool. Throughout the world, in fact, the Woolmark logo on a garment certifies the standards and high quality of Merino wool. United Colors of Benetton was among the first brands in the world to place the Woolmark logo on its wool garments, as early as 1973.
"We were among the first brands in the world to put the Woolmark logo on our wool garments," says Massimo Renon, CEO of Benetton Group, "Fifty years later, we are proud to celebrate a partnership that is synonymous with respect for the environment and total quality for our customers."
"Never-ending Wool": launched in 2021, the claim is about the durability of Benetton's pure virgin wool products, which are handed down from generation to generation with a potentially infinite life cycle. Indeed, wool is odor-resistant, long-lasting, resists many washings, can be recycled easily, and, once released into nature, decomposes in the soil, characteristics that make it a totally sustainable material.
In the video campaign, the decades-long collaboration between United Colors of Benetton and The Woolmark Company is depicted through an allegory. The camera shows a group of women portrayed next to each other and reveals that - although different in outfits, poses and hairstyles - they are actually the same person. It is a reference to the durability of Benetton's wool garments, which have been dressing individuals and families around the world for over fifty years.
In addition to celebrating fifty years of collaboration, the renewed partnership with The Woolmark Company certifies the quality and sustainability of more than one million Extra Fine Merino garments from the Fall Winter 2023 collection, which will be distributed in 1,500 United Colors of Benetton stores worldwide starting in October 2023. In fifty selected stores, customers who purchase a Merino wool garment will receive a free pack of Woolmark Apparel Care certified organic detergent, suitable for washing wool garments, along with a booklet providing instructions on garment care and storage.
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About The Woolmark Company:
The Woolmark Company is the global authority on wool. Through our extensive network of relationships spanning the international textile and fashion industries, we highlight Australian wool’s position as the world’s premium, sustainable fibre that is optimal for circular, traceable products.
The Woolmark logo is one of the world’s most recognised and respected brands, providing assurance of the highest quality, and representing pioneering excellence and innovation from farm through to finished product.
The Woolmark Company is a subsidiary of Australian Wool Innovation, a not-for-profit enterprise that conducts research, development and marketing along the worldwide supply chain for Australian wool on behalf of about 60,000 woolgrowers that help fund the company.