Soft next to the skin but resistant enough to handle the ocean, the Woolmark-certified Merino wool swim shorts from French swimwear brand Vilebrequin highlight the true versatility of Merino wool.
Following the commercial success of its 100% Merino wool swim shorts launched last year in collaboration with The Woolmark Company, iconic French swimwear brand Vilebrequin has this year expanded its range. This proves the triumph of not only Merino wool’s versatility but also The Woolmark Company’s brand partnership strategy.
In its pursuit of finding new markets for Australian wool, AWI subsidiary The Woolmark Company last year teamed up with Vilebrequin to launch a set of Woolmark-certified swim shorts; and so pleased was Vilebrequin with the retail sales that the brand has this year added two more 100% extra-fine Merino wool swim shorts to its collection. More products are also under development.
“This is a real success story for Australian wool,” said AWI Regional Manager Western Europe, Damien Pommeret.
“Our collaboration with Vilebrequin introduced the brand to the versatility and benefits of Merino wool which resulted last year in buoyant sales of the swim shorts during the northern hemisphere summer. The brand is now not only continuing its investment in wool products but expanding its investment.
“Furthermore, the project received high visibility with other swimwear and beachwear brands who are also now considering using wool in their own collections.
“This is an example of how a one-off investment by The Woolmark Company in a brand partnership continues to build demand for wool in future years, providing long-term benefits for Australian woolgrowers.”
Vilebrequin is a French luxury brand specialising in swimwear and ready-to-wear for men and women. The brand opened its first store in 1971 and today has a global presence in more than 60 countries.
Fusing its 50+ years of tailoring know-how with an endless flair for experimenting, Vilebrequin played with the idea of a ‘suit made for swimming’, letting the quality and technical attributes of Woolmark-certified Super 120’s Merino wool from REDA’s Active collection really shine through.
A window display promoting the Merino wool swimming shorts at the Vilebrequin store in Zurich, Switzerland.
“I was immediately impressed by Merino wool’s remarkable quality, and the naturally chic way it hangs on the body. It’s the perfect example of eco-innovation, a fabric that’s both cutting-edge and uniquely elegant,” said Vilebrequin CEO, Roland Herlory.
The shorts are not only perfect for being in the water. After swimming, the shorts can dry quickly in 5 to 7 minutes, which according to Vilebrequin is much quicker than the target level. And while simply relaxing at the beach, the ultra-breathable, thermo-regulating and UV resistant properties of Merino wool keep the wearer comfortable under the sun.
While driven by innovation and drawn to Merino wool’s performance qualities, Vilebrequin also prioritises sustainability and was attracted to the natural, renewable and biodegradable properties of wool. Being a swimwear company, Vilebrequin was particularly impressed that wool does not contribute to microplastic pollution of the oceans.
The expanded range of shorts was launched online and in store during March, with a host of Vilebrequin international store windows – from Cannes to Marbella, from Beverly Hills to Dubai – showcasing the product. Marketing also included digital, video and social campaigns across Vilebrequin and The Woolmark Company channels.
Since 2012, Vilebrequin has been owned by the US clothing company G-III Apparel Group, which owns and licenses a diverse portfolio of more than 30 globally recognised heritage and emerging fashion brands including DKNY, Karl Lagerfeld, Calvin Klein, Tommy Hilfiger and Levi’s.
