Tomorrows Retail Flooring


The Campaign for Wool and The Woolmark Company have welcomed His Royal Highness (HRH) the Prince of Wales and Duchess of Cornwall to Sala Bianca at Palazzo Pitti, Florence, Italy.

HRH the Prince of Wales toured exhibits from the best Italian wool spinning and weaving mills who were gathered at Pitti to showcase their latest innovations and interesting uses of wool.

The most important mills, spinning and weaving companies gathered to present the latest innovations in the wool industry to the Campaign for Wool Patron, HRH Prince of Wales.

Sala Bianca at Palazzo Pitti was lined with wool displays with the support and collaboration of Ideabiella and Pitti Immagine Filati. Mills contributing to the presentation included world-renowned names Ermengildo Zegna Group, Loro Piana, Fox Brothers & Co, Lanificio di Tollegno and Gruppo Giuseppe Botto amongst many others.

HRH the Prince of Wales, Patron of the Campaign for Wool, has always been strongly committed to the diffusion of sustainability of natural fibres, of which wool is the quintessence. The philosophy of the Campaign for Wool is summed up in the phrase: live naturally and choose wool. The Campaign for Wool’s aim is to educate consumers about the incredible benefits of wool as a natural fibre - natural, renewable, biodegradable, insulating, breathable, resilient, sustainable, and fire retardant.

Wool, being a natural fibre, has been used to dress man for over ten thousand years; its natural characteristics make it the highest performing fibre. Thanks to the applied technologies and the continuous research from companies that invest in its improvement, wool still remains an important material in fashion and beyond.

The event at Palazzo Pitti is a response to the Dumfries House Wool Conference that took place in September 2016 at which His Royal Highness the Prince of Wales made a pledge for the wool industry standards to be recognised. At this conference, the Dumfries House Wool Declaration was formed and is currently gathering industry signatures that commit companies to abide by the ten principles of best practice of the wool industry. Thanks to the Ministry of Cultural Heritage and Activities and Tourism and to the Directorate of The Uffizi Gallery for the courteous concession of Sala Bianca at Palazzo Pitti.

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