Italy has launched a global campaign promoting wool, inspired by the "Live naturally, choose wool" moto. In these winter months, villa rentals in Tuscany can get fresh so… what better way to keep warm in your Lucca villa rental than a beautiful hand knitted woollen sweater, like the ones you get in Marias shop just down the road from La Collina del Sole where the sweater will be made for you within a couple of days - another unique experience and service when you rent a villa in Tuscany !! At La Collina del Sole a warm and welcoming addition to villas for rent in Tuscany skiing is just 1 ½ hour away, a visit to the sea shore is the same distance, and Milan well ... that is just over 3 hours - hence it is perfectly placed as a holiday villas in Lucca to enjoy Tuscany in all its natural splendour.Italians are promoting wool as a natural, biodegradable and renewable fibre, launched in Milan, the celebrations have united the textile community, the fashion industry and consumers all together for the first time. A flock of traditional Italian sheep were left grazing in a pen in front of the Duomo to highlight the natural origin of wool and offer consumers an unexpected wool experience.
This campaign for the promotion of wool has caught the attention of Italians because, as the Prince of Wales explains: "You do not have to look too far back in history to see that wool was once the mainstay of the global economy. In recent years however, wool has been fighting to compete with man-made fibres. For too long we have managed to forget what a wonderful fibre wool is. Wool is empowered with exceptional natural elasticity so not only will a wool garment offer superior drape and handle, this elasticity also gives the wearer a durable and high quality garment that will last for many years. - Simply put, wool looks good for longer!
One of the highlighted aspects of wool was the natural beauty of Merino wool. The Merino is an economically influential breed of sheep prized for its wool as the Merinos are still regarded as having some of the finest and softest wool of any sheep. Although ‘fluffy’ in appearance, the fibres of a merino wool product are lighter than any other sheep’s wool, reducing the scratchy, heavy sensation that many people associate with a thick woollen jumpers. Therefore merino wool can be spun into a huge snuggly jumper or for “next to the skin” clothing such as socks, and underwear.
Italians have a mission to convince consumers that opting for wool as opposed to synthetics in fashion and lifestyle will make a positive contribution to environmental sustainability around the world - give me the opportunity to snuggle up in a Marino wool jumper in front of the fire at La Collina del Sole with a cup of hot cocoa and I am sold!