HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : December 2014
OFF FARM 15 Ordained by GQ magazine ‘the alpha male of American street style’, Nick Wooster is a leading icon in today’s menswear industry. One of the most respected fashion industry influencers, Wooster’s authentic interest in Merino wool has seen him enter into a strategic partnership with AWI to help the company promote Merino wool as the fibre of choice for the world’s leading designers, brands and consumers. As AWI looks for new opportunities for Merino wool, the ‘contemporary fashion’ segment of the apparel market is crucial, and the partnership with Nick Wooster provides an influential voice on a global scale. Thanks to the power of digital and social media, consumers look to be educated and inspired by people with credibility and Wooster’s popularity (he has a huge following on social media with @nickwooster having more than 350,000 followers on Instagram), combined with his long affinity with wool, bodes well with AWI’s long-term plans. During his visit, Wooster’s wealth of sartorial knowledge – particularly regarding the US market – was passed on to fashion designers and university students. “I always say wool is the cornerstone of a man’s wardrobe; a great wool suit or sweater will never go out of style,” Wooster said as he split his nine-day visit between Sydney, Melbourne and two woolgrowing properties. “Merino wool is the most versatile, noble fibre; I grew up having every type of wool garment in my wardrobe so it’s always been a necessary part of my fashion vocabulary.” Whilst in Melbourne Wooster delivered an inspiring talk to RMIT fashion students and met with Melbourne-based brands Driza- Bone, Strateas.Carlucci and From Britten P/L, and visited luxury department store for men, Harrolds. In Sydney, he met with leading brands Jac+ Jack, Song for the Mute, Patrick Johnson Tailors, M.J. Bale and Bassike, connecting with these labels that have a reputation for working with Australian Merino wool. But perhaps what Wooster will remember most was escaping the cities and going back to the very source where wool is produced. Visiting Jock McCrae’s ‘Elan Donan’ property in Victoria, and ‘Avenel’ run by Colin McCrabb in NSW, Wooster was inspired by the natural beauty of the landscape as well as the obvious respect Jock and Colin have for their flocks. “To spend the morning in the city and to now be two-and-a-half hours away in a place that’s a completely different world, it’s magical; it’s something that you just can’t describe. And then to see something and experience something that’s so incredibly beautiful, it’s really fascinating. I could spend three days here and I never want to leave the city. “These guys (the farmers) have to be meteorologists, veterinarians, geneticists; they have to have mastery of so many skills. But to really understand how much respect Jock has for these sheep it’s really touching. He clearly enjoys himself and he’s been able to share that with us – if he came to New York I don’t know that I could return the favour.” After the visit Jock said Wooster’s fascination with both the Australian landscape and Merino sheep was obvious, and it was an honour to link Australia’s woolgrowing industry to someone of Wooster’s status. “It was a fantastic opportunity to meet men’s style icon Nick Wooster,” Jock said. “His world in New York seems like a million miles away, yet we are inextricably linked through Merino wool, and with Nick I believe we have developed a champion for our wonderful fibre. We need more people like him.” Jock McCrae showing Nick Wooster the fine fleece on one of his rams. Nick Wooster with the McCrabb family at their property ‘Avenel’ in Wanganella, NSW Melvin Tanaya and Lyna Ty of Australian menswear label Song for the Mute demonstrating that wool fabric is water resistant. Nick Wooster on a visit to the Sydney Cricket Ground with the tailor for the Australian Test cricket side M.J . Bale. Pictured from left: Jonathan Lobban, writer and editor; Drew Hoare, brand and marketing manager at M.J . Bale; Shane Watson, Australian cricket team player; Nick Wooster; Matt Jensen, founder and CEO of M.J. Bale; Andrew Pollard, fashion industry entrepreneur. MORE INFORMATION www.merino.com/nickwooster