Woolmark has partnered with Australian shopping centre Westfield to put the spotlight on wool this winter’s retail season. Australian wool is the star in a curated selection of winter accessories, boots, denim and apparel. The campaign supports local retailers, starring wool in a curated selection of winter accessories, boots, denim and apparel, and celebrates Australian merino wool, the growers who produce the fiber and the designers who use it.

Westfield and Woolmark are telling the farm to fashion wool story, recognising people who produce one of the most important fibers for fashion worldwide. The campaign gives customers inspiration on how to integrate wool into their new season wardrobe, alongside a wide range of winter footwear, accessories and apparel from a number of Australia’s favorite brands, all available at Westfield.

The initiative champions the eco-credentials of fiber and says it is the perfect choice for today’s conscious consumer and that, natural or biodegradable, wool provides the global apparel industry with the most renewable, recyclable and reusable fiber on the planet.

The event is not only an engaging way for consumers to experience the natural attributes and luxuriousness of Australian merino wool, it also offers Australian woolgrowers a window into the commercial aspect of the fiber they work hard to produce.