E-WOOLUTION - inspired by the tradition of transhumance

E-WOOLUTION Wool keeps warm, protects, looks great and inspires. This winter 2015, SALEWA not only gets off to a great start with woolly products but also with a campaign that showcases the versatile material in communications and marketing "When you delve deeper into the topic of wool, a fascinating world of authentic stories and opportunities opens up. In our immediate surroundings, we draw on an old tradition called transhumance that is still practiced in the nearby Val Senales today," explains SALEWA’s Marketing Director about the idea behind E-WOOLUTION. Transhumance describes the migration of flocks of sheep in June from the valley to higher elevation meadows in the Tyrolean Alps, followed by a return to the valley in the fall. The synthesis of traditional customs, time-tested wool and new ideas is the cornerstone of E-WOOLUTION. The South Tyrolean mountain sports specialist ties the start of the 2015 winter season to traditional content and materials, giving them a modern appearance. The result is amazing, fascinating and a tribute to the spirit of discovery as we exploit our heritage of ancient customs, stories and materials. In addition to being displayed with our new products, E-WOOLUTION also features prominently in all our communications: window displays, PR activities, and photo and video materials.