holts campaign for wool

Holt Renfrew teams up with Toronto labels Smythe and LINE for a sustainable wool collection

As consumers continue to educate themselves and push back against fast fashion, more and more brands are adopting ethical, sustainable and local into their company framework. Canadian luxury department store Holt Renfrew’s latest collaboration with the Campaign for Wool is one example.

The Campaign for Wool has spent a decade doing exactly what its name suggests: campaigning for a greater awareness of the sustainable benefits of wool. Initiated by Prince Charles 10 years ago, the campaign aims to connect manufacturers, retailers, and artisans from around the world and encourage them to use the material more broadly in their designs.

To celebrate its 10-year anniversary, the Campaign for Wool released a new sustainable capsule collection — a collaboration by the campaign, Holt Renfrew and Toronto brands LINE and Smythe.

Not only is wool a much cleaner and more natural alternative to artificial materials, but it’s also renewable, biodegradable and a more durable option. It can also be translated across many of the world’s climates, which makes it the perfect option for Canadians hoping to make it through the polar vortex that is winter in this country.

Smythe designers Andrea Lenczner and Christie Smythe say wool is one of their favourite materials to work with for its flattering and sustainable aspects.

“We love working with wool because of its ability to drape and mould over a woman’s body,” Lenczner and Smythe say. “We also love its natural, sustainable, and ecological properties. Partnering with Holt Renfrew and the Campaign for Wool has helped us increase awareness of wool’s involvement in the sustainable fashion movement.”

The capsule collection uses Abraham Moon and Harris Tweed wool, two fabrics with a rich historical narrative and an authentic, classic look. The materials were incorporated into contemporary designs like a modern equestrian jacket with a velvet collar and a plaid, belted wrap coat perfect for winter in the city.

“Each piece was thoughtfully created with sustainability and the attributes of wool, at the core of the design process,” says Alexandra Weston, DVP brand and creative strategy at Holt Renfrew. “The capsule collection exemplifies beautifully how this ancient fibre and textile craft can be transformed into great modern classic pieces.”

The collection has been available since Sept. 24 both online and in select Holt Renfrew locations. The Campaign for Wool continues to operate in 13 countries globally to both celebrate and raise awareness about the material.

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