India's first footwear brand to make shoes with Australian Merino Wool, Neeman's, has launched its digital campaign in collaboration with The Woolmark Company featuring stellar comedian and global icon Vir Das. Neeman's partnered with Woolmark to create shoes crafted from the natural fibre, addressing a more sustainable future of fashion in India.
Neeman's and The Woolmark Company's 'Pop of Colour' collection displays a wide variety of men's and women's sneakers, joggers and loafers made of natural Merino wool in a colour palette ranging from bold tones like bubble gum pink, coral red, purple plum and coal-black to subtle hues like ivory cream, sand brown and grey mist. The collection is inspired by the tones of nature and showcases the versatility of Australian Merino wool.
To complement the collection launch, a digital campaign is being rolled out featuring Vir Das, using his humour to spread awareness about the benefits of the shoe and talk about the brand's eco-credentials and qualities which don't exist in traditional footwear. Properties such as natural, biodegradable, renewable, comfort, style, odour resistance and the ability to run sock-free are presented in a quirky and humorous fashion.
"I am extremely glad to be a part of this association with Neeman's and The Woolmark Company," said Vir Das. "I wish to digitally spread the message as far and wide as possible, especially regarding sustainability, which is something I feel passionate about."
"Neeman's Pop of Colour collection is so young, vibrant and easy going. The shoes have a great sensibility of style and comfort, blended together effortlessly thanks to the inclusion of Merino wool. I think you all should get yourselves a pair," added Das.
"With Neeman's, we've created a ground-breaking collection of shoes by using the naturally versatile fibre, Australian Merino wool. We are focused on bringing truly comfortable footwear that looks good, feels good and is good for the planet, said Neeman's founder Taran Chhabra.
"This collection is nature at its best. Our philosophy at Neeman's is all-inclusive and therefore we have the same colours for men and women. The colours are genderless, we don't subscribe to the mentality that 'oh! pink is a colour for females or grey exudes such masculinity'.
With so many divisive labels and categories already present, our customers resonate with our vision that if a colour talks to you and appeals to you then it's yours - no questions asked. Be a part of our colour and style revolution."
"We are extremely pleased that Merino wool has continued to remain a staple of Neeman's conscious footwear collection and highlight's the eco-credentials of the fibre. We are very excited that through this association with Neeman's we are tapping into the footwear category in India and reaffirming Merino wool as versatile and a clever alternative to other fibres.
The range of Merino Wool shoes by Neeman's and The Woolmark Company showcases a young, vibrant vibe with a multi-functional superior comfort," said The Woolmark Company country manager for India Dilip Gianchandani.
The Woolmark Company is the global authority on wool. Through its extensive network of relationships spanning the international textile and fashion industries, it highlights Australian wool's position as the ultimate natural fibre and premier ingredient in luxury apparel.
Neeman's is a pioneer in the usage of Merino Wool for shoes with focus on saving the environment and providing superior comfort. The sock-free, odour resistant, and temperature regulating lightweight shoes inherit all the eco-credentials of Merino wool. Neeman's shoe collection comprises joggers (multi-functional lightweight casual shoes), classic sneakers with a modern twist, and simple yet elegant loafers, in subtle colours fit for all occasions.
Neeman's shoes are suitable to wear throughout the year with the ability to withstand every weather condition. They have disrupted the Indian footwear market and created a niche for themselves thus leaving a permanent imprint on the FMCG market.