Tod’s brings la dolce vita to wool collection
Meticulously crafted from 15-micron Merino wool, Tod’s new Field Jacket is the hero piece in the Italian brand’s inaugural Woolmark-certified collection, highlighting a commitment to craftsmanship and premium, natural materials.
Tod’s is an Italian fashion brand specialising in luxury footwear, ready-to-wear clothing and leather goods. The brand has its origins in the 1920s when the grandfather of the current CEO opened a small cobbler’s workshop at his home in the Marche region of Italy.
Since those humble beginnings, the Tod’s brand has become a world-renowned icon of Italian excellence, with 231 boutiques across the world and revenue of €563 million (A$912 million) in 2023. Tod’s represents a lifestyle that combines timeless elegance and uncompromising quality, closely tied to the concept of Italian flair and good taste.
Tod’s is increasingly loved by a growing number of customers, internationally and of all age groups. Last year was another good year for the brand, with double-digit growth in sales.
New Woolmark licensee
As a natural extension of its commitment to quality, Tod’s recently became a Woolmark licensee and launched its inaugural collection of Woolmark-certified menswear apparel – including jackets, jumpers and shirts – for the current Autumn/Winter season.
AWI Regional Manager, Central & Eastern Europe, Francesco Magri, says fostering a relationship with Tod’s is part of a strategy to build the reputation of Merino wool and Woolmark in the lucrative market for luxury goods.
“The collaboration with as prestigious a partner as Tod's has provided Woolmark with an opportunity to showcase the exceptional benefits of Merino wool to a global audience of premium consumers while also increasing awareness of the quality assurance provided by Woolmark certification,” Francesco said.
“Tod's is a globally recognised and respected luxury brand, renowned for its craftsmanship and high-quality products. Woolmark and Tod’s share many of the same values and so the collaboration between the two brand’s is a natural partnership.
“By fostering this solid relationship with Tod's, Woolmark has enhanced the visibility and reputation of Merino wool in the luxury market, reaching a wider audience that values high quality products.”
The Woolmark-certified collection also reflects Tod’s commitment to sustainability and its promotion of circular production and consumption models along the entire value chain.
Tod’s Field Jacket
The Woolmark-certified Tod’s Field Jacket embodies the superior quality of Merino wool.
Tod’s men’s Field Jacket is the hero of the new Woolmark-certified collection. Made in Italy, the Field Jacket has a water-repellent fabric made with a 100% 15-micron Merino wool yarn. It is a fusion of style and performance; the Merino wool provides extraordinary softness, warmth and breathability, while also providing robust protection against the elements.
Tod’s attention to detail elevates the Field Jacket, integrating leather accents with a military-inspired design. Strategically placed pockets blend functionality with style, ensuring this piece is as practical as it is luxurious. It offers a versatile outerwear solution that excels in both urban settings and outdoor adventures.
Tod’s is promoting the Field Jacket through an in-store, digital and social media campaign. This includes the release of a 30-second inspirational video showcasing the source of Merino wool on Australian farms and how the premium, natural fibre is fundamental to the quality of the final product.
More information: www.woolmark.com/tods
Retail training educates Tod’s staff about wool
Prior to the launch of Tod’s Woolmark-certified collection, Woolmark conducted a retail training session for 15 directors and ready-to-wear specialists from Tod’s top boutiques in Italy. The aim of the training was to help educate Tod’s about the benefits of Merino wool, so Tod’s retail staff can advise consumers effectively and increase purchases of the brand’s wool products.
The training session in June was in the format of a train-the-trainer session, so the 15 attending Tod’s staff could then pass on their new knowledge about wool to their own retail staff.
The joint session began with Tod's providing insights into the ready-to-wear fashion landscape, followed by Woolmark staff delivering its Wool Appreciation Course with a deep dives into topics including the attributes of Merino wool, microns, yarn counts, fabric compositions, and wool care.
“By leveraging Woolmark’s authority to champion Merino wool’s quality, the training was well received by Tod’s staff who became not only educated about the fibre but also inspired. They showed exceptional enthusiasm for Merino wool which they then passed on to customer-facing staff at Tod’s,” said AWI’s Francesco Magri.
Woolmark has also provided training to 100 more of Tod’s staff across Europe, the US and South Korea, who have all been really enthusiastic in discovering the qualities of Merino wool. Further training is planned.
This article appeared in the December 2024 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.
