Stuart McCullough, the CEO of Woolmark, wants to relaunch wool as a brand. A luxury brand. Woolmark, of course, is already a logo, and there are unquestionably luxury fibres (see cashmere, vicuna, silk), but to turn a fibre itself into a brand seems like – well, a challenge. Isn’t it a material? Can materials be brands? Is this the ultimate example of the contemporary belief that everything, but everything – people, dogs, washing machines – can be a brand? Maybe. But the does have two recent developments going for him.
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