Italdesign uses Merino wool for concept car interior

“The precious Cerruti fabric is used in an unusual way, to create urban and unconventional pieces and to cover the seats of the latest prototype created by Italdesign Giugiaro,” Mr Cerruti said.

“Once, it was thought that there was only one way to work with wool, a right way and strict method to follow. Everything was defined and I have heard ‘you have to do it this way because you cannot do it otherwise’. Wool had a functional purpose for concrete needs rather than for individual desires.

“Today, I believe that duty has given way to freedom, and freedom is everything. Today, the urban environment has occupied the place of the countryside, wool is no longer a need but a desire.

“Wool is young. This is my motto.

“The luxury of today is comfort and the time we dedicate to ourselves in a warm and relaxing atmosphere. Whichever piece you choose, it will be unique and unrepeatable, just like your life.”

The Woolmark Company senior PR manager (Western Hemisphere) Lisa Lisanti said that at one presentation held during Pitti Uomo, more than 200 visitors were in attendance.

“An audience made up of international media and buyers was greatly impressed by the unexpected use of Merino wool, suitable for both car interiors and apparel,” Ms Lisanti said.

“Our role was to act as the endorser of the quality of the Merino wool which was used for the project and in doing so we were able to reinforce The Woolmark Company’s relationship with Lanificio F.lli Cerruti and show off wool’s infinite potential across both the automotive and fashion sectors.”

Woolmark