The brand’s flagship stores in Germany and Turkey experienced the new Cool Wool for Sarar collection at recent launch events.
In Dusseldorf, TV star Ross Antony was among the crowd, while the launch at the Istanbul flagship store in Zorlu Centre Mall attracted the A-list of the Turkish entertainment industry. Star of stage and screen, Engin Hepileri, was one of the first to sport tailoring from the range.
“The Cool Wool suit has impressed me by the fabric quality and its features of light reflection, and also the inspiration the fabric provides to designers and men who want to be eco-friendly, innovative and stylish,” said Engin at the launch.
The capsule collection, including menswear pieces alongside a number of women’s garments, draws on Sarar’s signature refined tailoring using lightweight Cool Wool textiles, the collection is designed to highlight the Merino wool as a premium natural fibre for the season.
A select number of Woolmark-approved weavers supply the incredibly fine and light Merino wool required to create Cool Wool.
“The Cool Wool Collection is one of the most important innovations since our foundation in 1944,” declared Sarar’s Mehmet Yilmaz. “We have worked together with The Woolmark Company and we are proud to create such an innovative collection.”
The Cool Wool program was first launched nearly 30 years ago and the new generation of textiles introduces even lighter fabrics and yarns for the 21st century, making Merino wool a fabric for all seasons.
Research conducted for The Woolmark Company has shown wool performs better than cotton and polyester in regulating moisture and temperature, two factors that contribute to comfort. Natural breathability allows fleece to manage the body’s micro climate.
The Cool Wool for Sarar collection will be available at all Sarar stores for spring summer 2014.