Raymond in partnership with the Australia’s Woolmark Company announced the launch of the 20 garments line a complete all weather cool wool collection designed by Gaurav Gupta, which will be available in stores this month. The newly premium cool wool range has 100 percent wool fabric as well as blends with natural fibres such as silk, cotton and linen and can be used as trans-seasonal fibre in India which has tropical weather conditions.

Raymond plans to focus on digital and print campaigns to spread awareness about this new product. Both ATL and BTL marketing will be used for this innovative product. The product will be promoted in 700 stores in more than 350 cities. The price for the premium cool wool range starts from Rs 1,500 per meter and above.

The Woolmark Company has been working with Raymond to introduce the ‘cool wool’ concept successfully by sharing information on modern technology, processing and breeding which can transform wool into the lightest and smoothest fabric perfect for Summer/Spring wear.

According to Woolmark, merino wool reacts to changes in the body temperature and this property of the wool helps in keeping the body warm when the weather is cold or cold when the weather is hot. And this type of wool can also absorb moisture or sweat in summer.