Wool: the next big thing in Denim

Your blue jeans just got a lot more interesting

The Fibre

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For a long time, denim was a fabric used by sailors and jeans wore worn by workers looking for tough protection. During the mid-20th Century jeans became popular in American Pop Culture when they became a garment symbolic of a protest against conformity. It was during the 1960s the traditional blue jean started to become acceptable, and by the 1980s ‘designer jeans’ and denim took to the runways of the world.



Denim is traditionally a twill fabric made from a dyed cotton warp and an undyed weft yarn. It is probably the most popular trouser fabric in the world because of its value for money and relaxed appearance. 

In the years gone by, wool and cotton have been blended together intimately to produce a wool/cotton blend denim fabric. Yet production developments including the use of machine washable wool yarns have led to a more cost-effective way to produce Wool Denim without having to intimately blend wool with cotton.

The Woolmark Company has worked with development partners to produce a wool/cotton denim blend which uses exactly the same warp yarn as traditional denim, but replaces some, or all, of the weft yarns with machine-washable wool. The fabrics are finished the same as traditional denim, so you can rest assured style won’t be compromised, plus you gain all the natural benefits associated with wool.

Because the wool yarns being used are 100 per cent pure, consumers benefit from the fibre’s attributes including its natural resilience and elasticity to create new textures, drape, next-to-skin comfort, and most importantly, increases the level of warmth in your jeans.

If you take a look at Wool Denim fabric, you will notice that it feels softer to touch. You will also notice that style has not been compromised and the topside of the fabric retains the same aesthetics as cotton denim. The real difference is on the underside of the fabric – the wool side. Because the wool weft yarn is on the underside – the part of the fabric which will touch your skin – you will experience a greater level of warmth, especially when pulling on fresh jeans on cold days. Wool fibres actually emit heat as they absorb moisture from your skin, and the crimp and resilience in the fibres maintains an insulating layer of air between the fabric and your skin.

And with wool being a natural, renewable and biodegradable fibre, ease on the planet is also a benefit.



•    Warmth: Wool in the weft yarns ensures there is wool on the inside of the fabric. This adds an extra element of warmth even in the coldest of winters and takes the initial chill out of putting on regular denim jeans.

•    Moisture management: When wet, the Wool Denim fabric feels drier on the skin and more comfortable than 100% cotton.

•    Odour resistant: Wool fabrics are naturally odour resistant, so this property lends itself to also exist in Wool Denim. 

•    Machine washable: Specially treated wool is used to ensure you can wash and dry your jeans as per normal.

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