H2DRY exhibits in Munich thanks to the partnership with The Woolmark Company

New participations, a new way to showcase the product and its creative and performance potential. Here’s the starting point: with the release of the collection FW 24/25 – ORCHESTRA, Zegna Baruffa Lane Borgosesia introduced the new campaign “H2DRY – Performing wool at its best”, supported by The Woolmark Company.

A collaboration that strengthens and encourages synergies: ZBLB presents a collection of garments, made with its own ultra-performance yarns, at two important autumn fairs focused on performance and fitting, within the exhibition space of Woolmark.

All of this is made possible thanks to the innovative patented treatment that enhances the natural characteristics of Merino wool. H2DRY ensures high technical performance, low pilling and easy-care properties. Comfort, fitting, breathability, and reduced heat perception are the benefits that allow wool to fit into the athleisure sector.

ZBLB brings this innovative and versatile, but above all contemporary vision of wool, to the new autumn trade shows.

PERFORMANCE DAYS (October 4th and 5th, Munich) is the event dedicated to all players in the sportswear, workwear, sportive fashion, and athleisure segments. With strong digital focus and environmental awareness, “Evolution and Revolution” is the theme of this edition.

ISPO (November 28th-30th, Munich) is the exhibition that brings together the global community to share a strong and conscious vision, shaping the future of the sportswear industry. “New perspective on sports” kicks off the program of events, networking activities, speeches, and masterclasses.

Here are the three garments made with H2DRY yarns, in collaboration with local knitwear manufacturers, and unveiled during the trade shows – an interpretation of different athleisure attitudes, signed by ZBLB.

• A form-fitting unisex sweater made from FILIX (100% ultra-fine merino wool), featuring a removable collar in fancy HIKE (85% extra-fine merino wool, 15% recycled polyamide GRS);
• A relaxed and soft-fitting garment, perfect for indoor activities such as yoga and pilates, crafted from RE-ACTIVE (100% ultra-fine merino wool);
• A voluminous and comfortable sweater made from K-WOOL (100% extra-fine merino wool), ideal for post-sport, with sporty details that are well-suited for the activewear context.

Through new methods and places, and with a well-established partnership, ZBLB had a significant opportunity to engage with a less-explored sector of the industry, rich in dynamism and possibilities.