Shinsegae Inter Strengthens Wool Product Competitiveness by Partnering with 'Michell Wool'

Targeting Q4 Fashion Market with High-Quality Wool Products
Tomboy, Ilai Launch Woolmark Certified Products

Shinsegae International and Shinsegae Tomboy announced on the 4th that they are partnering with 'Michelle Wool,' Australia's leading wool fiber company with a 150-year history, to upgrade the materials used in women's clothing. Shinsegae International plans to target the fourth quarter market, the peak season in the fashion industry, by launching Woolmark-certified products.

Michelle Wool is the oldest wool processing company in Australia, supplying high-quality merino wool to premium fashion brands worldwide. Merino wool, a winter fiber, is a renewable and biodegradable natural material known for its softness, luxurious texture, and excellent thermal insulation.

The wool collection produced in collaboration between Shinsegae International and Michelle Wool has obtained the Woolmark logo, which guarantees quality, performance, and fiber content. The Woolmark logo is a globally trusted symbol of quality. The wool collection will be released through Shinsegae International's own women's clothing brands such as Studio Tomboy, BOBB, G-CUT, and ILAILE. The goal is to enhance brand competitiveness through clear quality differentiation.

Studio Tomboy will increase the wool blend ratio in high-end outerwear products such as coats, jackets, and jumpers, offering lighter and more luxurious items. Various products featuring Tomboy's unique personality will be launched, including handmade coats with distinctive oversized fits, jumpers with toggle button details, and herringbone wool jackets.

ILAILE will expand its premium wool knitwear line. The collection includes various products such as crew neck cardigans and knit pullovers made from the finest 100% Australian merino wool fabric. The pieces are characterized by simple and comfortable silhouettes adorned with ILAILE's distinctive colors like pink, mint, and green. This season, the brand will introduce its first-ever kids line. Designed similarly to adult clothing and made with premium wool materials, the kids' line offers lightweight and warm products for children. The women's brand BOBB launched high-end loungewear using wool materials through its V Lounge collection. G-CUT presents various wool products featuring feminine silhouettes and designs.

This collaborative collection will be available starting from the 4th of this month through Shinsegae International's own digital platform, S.I.VILLAGE, as part of the 'Premium Wool Alliance Special Exhibition.' A Shinsegae International representative stated, "Winter clothing such as coats, jackets, and knits are worn for a long time after purchase, and the difference in materials becomes very apparent, increasing demand for premium materials. We will enhance the competitiveness of our women's clothing brands through material innovation and differentiated design."