The Woolmark Co. is about to release the first edition of its magazine, dubbed “Wool,” in both digital and print formats. The issue will be published twice in the spring and twice in the fall.

The consumer-focused magazine, edited by Mitchell Oakley Smith, will showcase the benefits and qualities of Australian Merino wool in a high-end fashion context. It will feature editorial shoots, interviews and profiles, along with how-to guides for women and men.

The magazine will carry no paid advertising and will be complementary. It will be available primarily online and via social media and will be sent to Woolmark’s trade and consumer database.

The inaugural issue of Wool is devoted to men’s tailoring and will explore clothing choices for the spring and summer seasons. The issue has an interview with British designer Sir Paul Smith, a tribute to the style of late actor Paul Newman and a story on the revival of double-breasted suiting in men’s fashion. There’s also a fashion shoot featuring brands such as Thom Browne, Ermenegildo Zegna, Dunhill, Cerruti, Anderson & Sheppard, Canali and Dormeuil.

The second issue will be released May 1 and will focus on activewear.