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The Woolmark Company helps market T-shirts by Joe Merino

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The Woolmark Company, AWI’s marketing arm, has collaborated with Dutch men’s fashion brand Joe Merino to help market its T-shirts and promote Merino wool as the perfect go-to in summer. The T-shirt is circular knitted from Südwolle yarns, is machine washable and available in 14 colours. It is breathable, feels soft and luxuriously gentle next to the skin, has to a natural elasticity, and is odour resistant.

The T-shirt began as standard uniform in the US Navy following World War II, and through the 1950s it became a symbol of rebellion favoured by advocates like James Dean. But through following decades, The T-shirt declined in status due to its pervasiveness and adornment with merchandising messages. However, this past European summer, Dutch brand Joe Merino re-introduced the classic T-shirt as a full- fledged no-nonsense quality wear – made from 100% 16.5 micron Merino wool.

To promote the Joe T, The Woolmark Company and Joe Merino joined forces to launch in June a video – titled ‘The Evolution of Cool’ – that examines the history of T-shirts and Joe Merino’s re- introduction of the “good old plain T-shirt” with Merino wool fibre as the hero.

The video is being promoted in-store and online. To emphasise the story of Merino wool, not only for the Joe T but the complete Joe Merino collection, there were Joe Merino instore displays of raw Merino wool and yarns and a ‘virtual reality’ experience of woolgrowing on an Australian Merino wool farm.

“Joe Merino produces quality apparel, so it is only fitting that they use a premium fibre, Merino wool,” said AWI CEO Stuart McCullough.

“Merino wool is also a very versatile and trans-seasonal fibre, which Joe Merino perfectly demonstrates with their new T-shirt which is ideal for summer and complements their famously timeless jumpers.” The Joe T and the rest of Joe Merino’s range are available online at and at the company’s three concept stores in Amsterdam (The Netherlands), Antwerp (Belgium) and Düsseldorf (Germany).

For more information


Source: AWI


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