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Australian Wool Innovation : UK Wool Week 2015 launched with 'Sheep on The Row'

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10/06/2015 | 07:44pm EDT

Tuesday, 06 October 2015

London has marked the beginning of UK Wool Week 2015 by partnering with some of the world's most prestigious tailors, menswear brands and cloth producers. Visitors to Savile Row were amazed to turn the corner and be faced with two sheep breeds grazing the length of Savile Row alongside models to promote wool as the cloth of choice for menswear.

London has marked the beginning of UK Wool Week 2015 by partnering with some of the world's most prestigious tailors, menswear brands and cloth producers. Visitors to Savile Row were amazed to turn the corner and be faced with two sheep breeds grazing the length of Savile Row alongside models to promote wool as the cloth of choice for menswear.

The scene included more than 200 metres of the finest cloth, 80 metres of grass pasture, 60 sheep, 25 models in bespoke menswear outfits, 25 tailoring houses from Savile Row, 28 weavers and merchants, two specially constructed wool sheds and a sheepdog.

Visitors were welcomed to the open tailoring houses to learn how wool fabric from the leading producers in the UK, Europe and Japan is used by the British tailoring industry.

Connecting the world's leading fashion designers and fashion houses with Australian Merino wool is extremely important due to the enormous influence these designers have in setting global textile trends for mainstream retail brands.

The iconic street was transformed into a green pasture, covered in turf and closed to traffic while Bowmont Merino and Exmoor Horn sheep grazed along The Row. With barns at either end of The Row, the focus was on the landscapes of the main wool growing countries, Australia, New Zealand, South Africa and the UK. Murdock London, the men's groomers, partnered with The Campaign for Wool to create a 'Shearing Shed' offering a menu of sheep-inspired grooming treatments, as a street style photographer from British GQ snapped visitors on The Row in a 'wool street style' reportage of the best dressed men in London.

The 'live' model presentation brought together by leading wool mills, Savile Row, West End and London City bespoke tailors showcased more than 25 bespoke menswear outfits and demonstrated the versatility that is found in wool. Each tailoring house partnered with a wool fabric mill in creating contemporary bespoke menswear key pieces for AW15. The garments were accessorised by the gentlemen's houses of Mayfair and St. James's, and Globe-Trotter who supported the 'Traveller' theme with some key bespoke wool/leather travel pieces.

Members of the public around the world had the opportunity to see the intricate processes involved in transforming wool from the fleece through to fabric, immersing themselves in the values of The Campaign for Wool, and showcased the events of the day in the Murdock London Menswer grooming shearing shed and the GQ collaboration partnering with The Campaign for Wool to photograph some of the best dressed men in Savile Row.

About Wool Week

UK Wool Week takes place from 5 to 11th October with more than 100 retailers including Hackett London, Smalls, Selfridges, Wool and The Gang, Topshop, Genevieve Sweeney, Capsu-Wool and Finisterre uniting to highlight the innovative ways in which wool is used from fashion to interiors and craft. Over the course of seven wool-filled days, the public will have the opportunity to participate in an exciting line-up of activities taking place across the country, including Wool Night Out on 8th October and Woolly Hat Day on 9th October.

For more information about The Campaign for Wool please download the Wool Map or visit: www.campaignforwool.org
@Campaignforwool #woolweek #sheepontherow

For questions regarding The Campaign for Wool and Wool Week, images and interview requests please contact your local PR representative.

Notes to Editors:

According to Mintel research, released in June, the UK men's clothing market has seen sales rise by 22% in the last five years to reach £13.5 billion in 2014, growing at a faster rate than womenswear, driven by a growing interest in men's fashion and more retailers expanding into menswear. This year sales of menswear are set to reach £14.1 billion with 27% of male shoppers showing a preference for purchasing British clothes, shoes and accessories. The market has been bolstered by men's interest in their appearance and their tendency to wear branded clothes more than women.

The Campaign for Wool was launched in 2010 to educate consumers about the benefits of wool, promote wool and wool-rich products to a national audience and help to support and grow the wool industry. Run by a coalition of industry groups convened by His Royal Highness The Prince of Wales, the campaign works to engage consumers through exciting fashion, interiors, artisan and design lead activities centring around Wool Week each year.

Tailor - Weaver collaborations for this project:

  • Chittleborough & Morgan - Loro Piana
  • Connock & Lockie - Taylor & Lodge
  • Dege & Skinner - Fox Brothers & Co Ltd
  • Denman & Goddard - Hield Brothers
  • Ede & Ravenscroft - Dormeuil
  • Graham Browne - Ermenegildo Zegna
  • Henry Poole - Johnstons of Elgin
  • Kent & Haste, & Lachter - Reid & Taylor
  • Welsh & Jefferies - Bower Roebuck
  • Anderson & Sheppard - Holland & Sherry
  • Gieves & Hawkes - Leichtfried Loden
  • H Huntsman - Harris Tweed Hebrides
  • Kathryn Sargent - Charles Clayton
  • Maurice Sedwell - Scabal
  • Norton & Sons - Harrisons of Edinburgh
  • Richard Anderson - Dugdale Bros & Co
  • Richard James - Vitale Barberis Canonico
  • Chris Kerr - Abraham Moon & Sons
  • Davies & Son - Dashing Tweeds
  • Dunhill - Escorial
  • Edward Sexton - Marzotto Tessuti
  • John Pearse - Butterworth & Roberts
  • Meyer & Mortimer - The Very English Weaving Company
  • Timothy Everest - Nikke
  • Thom Sweeney - Lanificio Cerruti

Trend Themes:

Based on The Wool Lab AW 15/16, the three themes below were selected for the bespoke tailoring pieces:

  • Bespoke
  • Traveller
  • Icelandic

Other special partners:

  • Lesley Prior, Bowmont Merino
  • Harry Parker, Exmoor Horn

Shepherds and Shepherdesses were dressed in Holland & Holland, Barbour.

Murdock London offered grooming for the models and a menu of 'shearing shed' treats where the public could enjoy mini treatments.

Gledhill, Laxtons, Pennine Weavers and WT Johnson created a wool display of woollen and worsted spinning, fabric production and finishing. They will be joined by Alfred Brown, Joshua Ellis, Mallalieu of Delph, Reda and Clissold.

Globe-trotter produced some bespoke bags for the Traveller story in Hainsworth fabric.

Bespoke 100% wool shirts were made by Emma Willis using Monti fabrics, Turnbull & Asser worked with Albini fabrics and Budd shirts.

Knitwear and scarves were provided by Hawick Knitwear, Johnstons of Elgin, Escorial and John Smedley.

Released by:

Marius Cuming
Australian Wool Innovation, Corporate Communications
Email: marius.cuming@wool.com
Mobile: +61 400 305 716

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