Advertiser content for AWI
In collaboration with The Woolmark Company, Chinese sportswear label Particle Fever has designed a series of wool-rich garments inspired by basketball, blurring the lines between fashion and function and championing the performance benefits of Merino wool.
To promote the ‘Team Wool’ collection, Particle Fever launched a pop-up basketball event in its Beijing store, featuring a hand-picked team outfitted in wool basketball jerseys and accessories with a strong visual identity.
The commercially available collection further reinforces the position of Merino wool as the ideal performance fibre as well as in the growing market of athleisure, which blurs the line between fitness and fashion.
“Ever since the first athleisure collaboration with Woolmark and Lane Crawford, we kept exploring the possibilities of wool as a functional fibre, and this time we͛re very excited to bring wool into basketball uniform-inspired garments,” said Particle Fever Creative Director Lin Hai.
“It’s an interesting and unique combination, and even though basketball is a strenuous game, we are showing our customers that you can still feel cool whilst wearing wool.”
Particle Fever’s fantasy basketball team of creative and sporty individuals showcases the benefits of wool by highlighting its beauty and how the natural fibre can be adapted to sportswear.
The sportswear collection highlights a variety of innovative techniques, patterns and textures – from contoured wool fabrics and a moisture-wicking metallic weave paneling, through to a custom houndstooth camouflage pattern.
Each example reinforces the versatility and benefits of wool in the sportswear category.
“Our collaboration with Particle Fever offers our millennial customers a contemporary sportswear brand choice,” states AWI Country Manager for China, Jeff Ma.
“This collection demonstrates the unique benefits and features of Merino wool.”
Advertiser content for AWI