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Beyond the Bale : December 2014
OFF FARM 9 JAPAN For Japan’s Wool Week, Tokyo paid homage to the Campaign for Wool’s place of origin, with a ‘Shopping is GREAT Britain’ campaign initiated by the British Embassy in Japan and UK Trade and Investment. 100,000 copies of Time Out Tokyo featuring the ‘Shopping is GREAT Britain’ campaign and a shopping map were distributed at the Marunouchi building and shopping centres in Tokyo, outlining participating stores and their wool products so consumers could easily find the latest in wool fashion. Talks and presentations highlighting the benefits of wool and British fashion were also held across the Marunouchi retail district. A Fashion Night Out event was also held, which saw 13 premium brands partner with the Campaign for Wool and decorate their store windows with campaign window stickers and distribute point of sales material highlighting the Campaign for Wool’s key messaging. Iconic department store Isetan Men’s featured fashion brands working with wool, from emerging designers to well-established brands, celebrating tradition and innovation in men’s fashion. BELGIUM An important highlight from Wool Week held in Antwerp was the Tour de Wool, which connected consumers to designer shops and multi-brand stores, with special attention given to wool garments and products. Shoppers were given a map of the city with Campaign for Wool partner stores marked, including Bugaboo, Tommy Hilfiger and Xandres, allowing shoppers to easily connect with retailers and their wool products. Another highlight of Wool Week was an exhibition at the fine art WM Gallery. The exhibition showcased special-made wool objects by Belgian creatives including 2012/13 International Woolmark Prize winner Christian Wijnants, along with other designers and artists. Helping to champion the fibre’s naturally inherent benefits, a flock of sheep moved into the main shopping street of Antwerp. Model Lamine Diouf, dressed in Jan-Jan Van Essche, was the flock’s super-stylish shepherd, helping to illustrate the journey of farm to fashion as shoppers were able to get up close to the sheep. THE NETHERLANDS The city of Amsterdam played host to Wool Week Netherlands in November, championing the natural benefits of wool and celebrating the premium fibre. The Tour de Wool shopping route helped consumers to discover first-hand the wonderful, natural benefits of wool. Shoppers were invited to follow the Tour de Wool to locate and buy comfortable wool garments and interior products just in time for winter. Creative space Pistache hosted an exhibition inspired by The Netherlands’ rich history, where old meets new in designs by modern Dutch designers. Guest speakers, including Dutch author Stella Ruhe, offered insights into the connection between the history of wool and Dutch tradition and a wool pop-up shop was installed offering consumers a variety of wool products available for purchase. Wool products being promoted in one of many stores around Tokyo. ABOVE Exhibition at WM Gallery, showcasing special-made wool objects. LEFT Wool apparel with Campaign for Wool branding showcased in the window of a Xandres store in Antwerp. BELOW Garments from Dutch designer Nanna van Blaaderen on show in the De Bijenkorf department store.