Reda Rewoolution, the Italian company specializing in technical apparel made of merino wool, has a dedicated chief executive, Luca Martines. The company was previously run by Ercole Botto Poala, the chief executive of its parent company, Reda, which makes merino wool fabrics. With 12 years spent at Yoox-Net-a-Porter in Italy and Asia, Martines is expected to contribute to the digital transformation of the group.