The Campaign for Wool and The Woolmark Company will collaborate with UKFT at Milano Unica from 20-22 January 2026 to showcase fine worsted Merino wool fabrics for tailored garments. The initiative will spotlight the continued relevance of high-quality wool in contemporary tailoring across both menswear and womenswear.

This season, retailer messaging has centred on city-focused collections, power dressing for women, and precision-cut menswear for formal occasions, signalling a renewed emphasis on the tailored wardrobe. Tailored pieces are increasingly styled in a more relaxed manner or combined with casual elements, allowing garments to integrate seamlessly into a broader wardrobe and extending their long-term value.

This shift presents a strategic opportunity to pivot towards made-to-measure (MTM) tailoring – a segment demonstrating strong growth potential as consumers place greater importance on personalisation, superior fit, and lasting quality over mass-produced alternatives.

Made-to-measure tailoring provides a compelling pathway to reinvigorate demand for worsted wool cloth, highlighting wool’s natural performance benefits, including breathability, durability, wrinkle resistance, and sustainability – attributes closely aligned with the premium values sought by MTM consumers.

Chairman of the Campaign for Wool, Peter Ackroyd MBE said “In parallel, categories such as Merino knitwear, tweed and lambswool outerwear, tartan, woven accessories, and woollen and worsted coatings have shown relative resilience amid ongoing economic uncertainty, reinforcing the strength and versatility of wool across multiple applications. Milan Unica presents a valuable platform to engage with retailers, mills, and MTM tailors to encourage increased wool utilisation and support future growth across the tailored apparel sector.”

This season, British Wool, the Campaign for Wool and Woolmark are working in partnership with UKFT to highlight the enduring value and versatility of wool. The UKFT stand will be in the ‘Ideabiella’ area (Hall 20 B20), offering buyers the opportunity to browse a selection of fabrics from British exhibitors.

Discover British Textiles at Milano Unica

UKFT is accompanying a group of 27 British textile companies to Milano Unica from 20-22 January 2026, including leading UK mills, manufacturers, cloth merchants and textile design companies. Find out more here.

Discover British Textiles