South African Mohair Showcased at Pitti Filati

In June 2026, Mohair South Africa attended Pitti Filati in Florence, Italy, one of the world's leading yarn exhibitions and an important meeting place for spinners, knitwear manufacturers, designers, and brands from across the global textile industry.

At the heart of our presence was Softly Worn Stories, a collaborative collection developed by Sophie Steller Studio in partnership with Mohair South Africa and ten international spinning companies. The collection explored the journey of South African mohair from farm to fashion, celebrating the craftsmanship, creativity, and expertise added at every stage of the value chain.

The response to both the collection and the Mohair South Africa stand was extremely encouraging. Visitors engaged enthusiastically with the garments, the fibre, and the stories behind them, while many of the participating spinning partners expressed their appreciation for the way their yarns had been interpreted within the collection. Their feedback reinforced the strength of the relationships across the mohair value chain and the continued relevance of Cape Mohair in the international textile industry.

Alongside the collection, the stand combined digital storytelling with a tangible connection to the fibre's origins. Visitors were able to experience the South African mohair industry through a series of digital installations, including our industry short film, digital shade cards showcasing the participating spinners’ mohair yarns, and a virtual reality experience that transported guests to a mohair farm in the Karoo.

Balancing these digital elements was something far more tactile: greasy mohair in its natural state. Visitors were encouraged to touch, handle, and experience the fibre firsthand, creating a direct connection to the farms, landscapes, and people at the beginning of the value chain. Many visitors took a small sample of mohair with them - a simple but meaningful reminder of where the story begins.

The collection featured yarns developed by SAMIL, Stucken, Igea, Ilaria, BeMiVa, Filpucci, Cofil, Accademia, Sato Seni, and Topline, demonstrating the many international partnerships that help transform South African mohair into luxury products worldwide.

For Mohair South Africa, participation in events such as Pitti Filati remains an important opportunity to strengthen relationships, showcase the quality, sustainability, and versatility of our fibre, and ensure that the South African mohair story continues to be represented within key global markets and conversations shaping the future of textiles.