London, UK – 22 May, 2025 – Denim has long stood as a cornerstone of contemporary fashion. Now, reimagined through the lens of textile innovation, wool-infused denim brings an elevated sensibility to this timeless staple. The increased demand for wool denim applications is now reflected in a dedicated Wool Lab edition and toolkit. The Wool Lab Denim Edition will be presented through two books divided into seven categories – A Revised Classic, Special Treatments, Denim Shirting, The Denim Suit, Signature Denim, Thread Rebels, and Denim-Inspired Knits and Jerseys. By integrating wool fibres into traditional denim construction, the fabric is elevated to a premium, high-performance level, enabling brands to offer customers innovative and highly desirable products.
“We have seen an ever-increasing demand for wool denim swatch requests through The Wool Lab over the past 4 years,” says Woolmark’s General Manager for Processing Innovation & Education Extension, Julie Davies. “The timeless appeal of denim is enriched with wool’s skin-friendly softness, breathability, versatility, and durability, resulting in wardrobe essentials that transcend the ordinary.”
This dedicated Wool Lab features new blends – such as wool-hemp, wool-lyocell, or 100% extrafine wool spun with premium fibres like silk, cashmere, or paper – offering unique benefits and applications for those on the cutting edge of innovation. Furthermore, wool’s natural thermoregulating properties make wool denim suitable for all seasons, providing immediate warmth and reducing the initial chill often felt with cotton jeans.
The Wool Lab Denim is backed by a comprehensive technical toolkit, developed in collaboration with our global network of textile experts. This toolkit provides in-depth insights into wool's performance in denim applications, offering guidance on fibre selection, fabric construction, finishing techniques, and sustainability practices. With this expert-driven resource, designers and manufacturers can explore the full potential of wool in denim, combining innovation with technical precision.
Woolmark celebrates this launch at Denim PV in Milan this week, joining the event for the first time, presenting a dedicated space that highlights the versatility and iconic nature of wool denim.
This unique guide is also available in digital format through The Wool Lab platform, ensuring global accessibility and providing a comprehensive, reliable resource for the supply chain.
