B-Wool Project

Progetto B-Wool


Wool is a natural fiber, generally soft and curly. The one obtained from sheep is defined as virgin wool and is the only fiber that can be subjected to fulling and felting processes. Warm to the touch, elastic but resistant, wool has remarkable thermal insulation properties and is very comfortable to wear.
It is for this reason that we intend to encourage its use in everyday life. To increase its diffusion, the first problem to be solved is that relating to felting: an irreversible phenomenon that progressively ruins wool garments and discourages the consumer.

Felting can be considered the opposite of fulling.
Fulling is a process performed in a humid environment, combining mechanical action and thermal parameters in a controlled manner, in order to increase the thickness of the substrate up to the desired level. This is an expressly sought-after result.
Felting is an undesirable phenomenon that occurs when the combination of the above parameters is not controlled, as happens, for example, during a normal washing cycle with a domestic washing machine.
Wool fibers are hydrophobic by nature, therefore within a humid environment they tend to compress with each other. This effect causes clothing to shrink.

Thanks to the atmospheric plasma treatment, innovative properties can be obtained. This treatment acts on the wool fiber by modifying its structure at the nanometric level in order to generate three main results:

  • Strengthening of the seal between the scales of which the wool fibers are made;
  • Increased tensile strength;
  • Increased hydrophilicity of fibers.
In addition, other important results can be achieved:
  • Decreased propensity for pilling (dots effect);
  • Reduction of times (about 15 minutes) and temperatures (to about 20 ° C) required in dyeing processes thanks to the greater wettability of the wool;
  • Considerable decrease in cleaning time with consequent reduction in the use of water, to the benefit of the environment;
  • Possibility of creating a new product, intermediate between carded and combed wool.

All without giving up the main characteristics of traditional wool.

In this phase of the project, three aspects in particular deserve to be mentioned:

  • Staff selection - the staff is highly qualified and constantly updated on the progress of the national project;
  • Installation of the machinery at the Olimpias plant, near Prato, we have chosen an environment that allows us to spin wool in a controlled atmosphere with an area dedicated to the laying of the chimney equipped with an ozone removal device;
  • Communication plan - we are entrusting the development of this aspect to the experience of Fabrica, the communication and development center of the Benetton Group.

With regard to this last point, the following actions have been envisaged:

  • A booklet to be distributed in stores;
  • The preparation of a corner at the “Galli Filati” stand on the occasion of “Pitti Filati”;
  • A high profile strategy for the launch of the new product;
  • The choice of guests to invite to the presentation;
  • The search for the most suitable location for the product launch (for example “Milano Unica”);
  • The preparation of the presentation conference of the new product;
  • The supply of communication material for the market test represented by “Pitti Filati”.

"This publication was produced with the contribution of the European Union. The content of this publication is the sole responsibility of the Benetton Group and cannot, in any way, be considered to correspond to the views of the European Union."