Mohair South Africa showcased the story of South African mohair at Pitti Filati in Florence, Italy, through Softly Worn Stories and an immersive exhibition that connected visitors with the fibre's journey from Karoo farms to luxury fashion, strengthening international partnerships across the mohair value chain.

Mohair South Africa attended Pitti Filati with several key objectives in mind. First and foremost, we aimed to promote mohair fibre, enhancing its global visibility and recognition as a sustainable, premium, and distinctly South African natural fibre.