Il Gufo AW 14/15

Luxury Italian childrenswear brand launches second Merino wool collection

Baby Talk

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For more than 20 years dressing children as children has always been something close to the heart of leading luxury brand Il Gufo. The Italian childrenswear clothing label knows that parents want only the best for their loved ones, and that’s why the Il Gufo Autumn/Winter 2014/15 collection has a strong focus on Australian Merino wool.

Knowing that parents are often time poor, Il Gufo has ensured that caring for your wool product is easy, and has joined in The Woolmark Company's washable wool campaign.


“We believe that wool is a precious material which can be worn at every time of the year,” explains Alessandra Chiavelli, owner of Il Gufo S.p.A.

As the first European childrenswear brand to partner with The Woolmark Company, Il Gufo truly understands the importance and beauty of natural fibres, and in such a lucrative market it’s important for parents to know they are getting the very best for their children.

“Merino wool is the perfect choice for Il Gufo. Children like it because it is comfortable and gives a nice feeling when touched; mothers like it because it’s fashionable and stylish; and buyers like it because it has no flaws.

“Wool is an amazing, versatile material. There are no items which cannot be created from wool, from baby rompers to the detailing on our shoes. It is a natural fibre and adds a high level of quality to the collection.”

Il Gufo’s Autumn/Winter 2014/15 collection is its second Merino wool capsule collection created in partnership with The Woolmark Company. 12 Woolmark-certified sweaters, cardigans and turtlenecks have all been made with the comfort and softness of pure extra-fine Merino wool, characterised by the distinct colouring of Il Gufo’s warm palette. Each item of apparel further enhances the natural qualities of Merino wool including softness, odour control, breathability, resilience, lightness, easy-care and elasticity.

“In the previous season (13/14) we wanted to stay focused on the style of our Merino wool products – it was a very colourful collection, full of joy.

“This winter season we joined The Woolmark Company’s Tested by Nature, Tested by Us campaign, thanks to parts of our new collection made with machine-washable wool. The core message of this season is related to the fact that wool is easy to care for. This is a very important topic in our business because very often mothers don’t know how to care for their woollen items.”

A selection of items from Il Gufo's AW14/15 collection are machine washable

Thanks to The Woolmark Company's new washable wool campaign, Il Gufo’s collection has been tested to prevent shrinkage, colour fastness and felting by independent laboratories. As a certification mark the Woolmark symbol offers piece of mind that these garments can be safely washed in a domestic washing machine.

The launch of the new Merino wool collection will coincide with the opening of a new Il Gufo store in Milan. Il Gufo will celebrate the arrival of the new collection by telling the story of wool and its natural benefits, as well as spreading the message that wool is easy to wash. The brand will also run an online campaign using the hashtag #testedbynaturetestedbyus and will collect all posts to print in a special booklet.

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