Turkish retail giant Sarar challenges seasonal dressing

Introduces bloggers to the concept of Cool Wool

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Turkish retail giant Sarar is helping customers remain stylish in the summer heat, launching a Cool Wool collection in time for the warmer months. Following the success of its Cool Wool SS14 collection, lightweight Merino wool returns this season as part of a 20-piece collection.


Four influential Turkish bloggers were treated to a behind-the-scenes look at Sarar’s HQ and factory to celebrate the retail giant’s spring/summer 2015 Cool Wool collection - available in local and international Sarar stores.

Turkish actress, fashion designer, founding partner of ceyms.com and Grazia magazine writer Tugba Ünsal; fashion director for digital magazine adamintown.com and styling consultant Alexander Koko; columnist, writer and DJ Oben Budak; and columnist and business manager Mert Vidinli discovered first-hand the natural beauty of Merino wool, beautifully highlighted by Cool Wool textiles.

Visiting Sarar headquarters and its main factory, each of the bloggers were able to further their knowledge of this premium fibre and help break misconceptions that wool is only for cooler climates.

“Cool Wool fabrics undergo an impressive process,” said Mrs Ünsal. “I already knew that things we wear and things touching our skin are just as important as what we eat; however today I understand this fact better.”

Tugba Unsal Cool Wool Sarar

Tuğba Ünsal discovers the Cool Wool for Sarar collection in time for spring/summer 2015.

Sarar has been using the Woolmark brand since 1986, educating consumers about the fibre’s natural, renewable and biodegradable properties. Since the relaunch of the Cool Wool campaign, Sarar has been able to continue telling wool’s story to its customers, adding value to the brand and its designs and explaining that wool is indeed a fibre for all seasons.

For SS15, Sarar has released a 20-piece Cool Wool collection in warm summertime hues, comprising both menswear and womenswear, with suits, jackets and trousers remaining true to Sarar’s refined tailoring.

Sarar chairman Cemalettin Sarar said since Sarar launched its first Cool Wool collection, production has been up 20% to 30%.

“Our customers keep demanding products from us with the Cool Wool brand,” explained Mr Sarar. “I can recommend these products to everyone.”

For columnist Mr Vidinli, his Cool Wool-Sarar experience deepened his knowledge of Merino wool.

“I learnt a lot about wool today and the Cool Wool collection and Sarar introduced us to it,” he said.

“Cool Wool keeps you cool when it’s hot and keeps you warm when it’s cold. People like me who care for their comfort and are not a fan of suits will feel comfy and healthy when they meet this collection and Merino wool.”

The Cool Wool for Sarar SS15 collection will be available from Sarar stores as well as online.

Oben Budak Sarar Cool Wool

Columnist, writer and DJ Oben Budak at Sarar to deepen his knowledge of Cool Wool.

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