Summer and wool are two terms that are not immediately associated with each other. Yet, Devold Breeze apparel is underlining the virtues of merino wool for summer wear. Norweigian company Devold notes that merino has the properties that are important for a comfortable fit on hot summer days.
The products of the Breeze collection claim a refreshing cooling effect on the skin in hot weather, and also offer warmth when it gets a little colder in the evening. Devold adds that merino wool is breathable, protects against UV radiation and is antibacterial.
Through its ‘Sheep to shop’ concept Devold points out that it guarantees the highest quality and sustainability in all areas. The Norwegian company notes that it can track every stage of production: from shearing the sheep, through to processing wool in its own plant in Lithuania to delivery to the dealer.
The company adds that ‘to refresh garments, it is sufficient to dry and air out’. This can save time and unnecessary washing – with the apparel coming into its own on multi-day events. The fine wool is also positioned as being scratch-free and suitable for allergy sufferers.
Sheep to shop: From sheep to the sales area
The sheep to shop quality strategy aims to guarantee the highest quality wool and sustainability. For sheep to shop, Devold has ‘full control over the value creation process and guarantees transparency in all areas.’
As part of this quality initiative, there are long-term contracts with farmers who meet both quality standards, as well as the ethical guidelines of the Norwegian company. Current partners are farmers from Australia, Argentina and New Zealand. A total of nine farms will provide ‘the finest merino wool for the Breeze and lifestyle collections (both 17.5 micron) next year.’
All wool farmers have also signed up to the ‘five freedoms’ for animal welfare that the Farm Animal Welfare Council (FAWC) obliges:
- Freedom from hunger and thirst: access to clean water and healthy, content full feed is given.
- Freedom of postural complaints: suitable accommodation (e.g. a shelter in the pasture), adequate lying areas etc.
- Freedom from pain, injury and disease: supply (by prevention or rapid diagnosis and treatment, abandonment of amputations or only under anaesthesia).
- Freedom from fear and stress: due process and management anxiety and stress are avoided (e.g. by dispensing with prods).
- Freedom to express normal behaviours: (e.g. by sufficient space, group housing etc.).
