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Beyond the Bale : June 2015
14 OFF FARM DEMAND FOR COOL WOOL HEATS UP Leading designers, manufacturers and retailers across the world have introduced Cool Wool into their spring/summer collections, with a variety of lightweight fabric pieces and superfine knits. The aim of AWI’s Cool Wool initiative is to raise awareness of the trans- seasonal nature of Merino wool and extend the retail season for wool apparel, thereby increasing the demand for Australian Merino wool. The concept of Cool Wool is not new. First launched in the 1980s, it was given a breath of new life by AWI in 2012, modifying the original specifications of Cool Wool fabrics and yarns to make them even lighter and more relevant to today’s market needs. For more information about Cool Wool, view www.merino.com/ coolwool Four influential Turkish bloggers were treated to a behind-the-scenes look at Sarar’s flagship store and factory to celebrate the retail giant’s Spring/ Summer 2015 Cool Wool collection. Turkish actress, fashion designer, founding partner of ceyms.com and Grazia magazine writer Tuğba Ünsal; fashion director for digital magazine adamintown.com and styling consultant Alexander Koko; columnist, writer and DJ Oben Budak; and columnist and business manager Mert Vidinli discovered first-hand the natural beauty of Merino wool, beautifully highlighted by Cool Wool textiles. For Spring/Summer 2015, Sarar has released a 20-piece Cool Wool collection, comprising both menswear and womenswear, with suits, jackets and trousers remaining true to Sarar’s refined tailoring. Influential bloggers are spreading the word online about Cool Wool following a visit to Turkish Cool Wool manufacturer and retailer Sarar. TURKEY Cool Wool was the hero of a Paul Smith styling class, attended by important Paul Smith customers and key media representatives. Top Korean fashion model and celebrity Byun Jung Soo delivered the benefits of trans-seasonal Cool Wool fabrics, along with styling tips centred on a Paul Smith Cool Wool suit. A special Cool Wool media event was also held at major department store Lotte in collaboration with traditional menswear brand Cambridge Members. The special display zone showcased a gentlemen’s room with Cool Wool fabrics. The event was part of Lotte’s Cool Wool Festival which was held for two weeks. KOREA Cool Wool media events have been held across Korea highlighting the trans-seasonal properties of Merino wool. India’s leading manufacturer, marketer and retailer of worsted suiting fabrics, Raymond, has once again worked alongside AWI to launch its latest Spring/Summer collection of Cool Wool fabrics. Fashion designers Timothy Everest, Rajesh Pratap Singh and Suket Dhir designed garments made from Raymond’s Cool Wool fabrics for an exclusive fashion show held in April at the Australian High Commission in New Delhi. More than 350 guests including 36 media houses and 50 journalists from print, online and broadcast outlets attended the event. Also in attendance was Australian Foreign Minister Julie Bishop, who encouraged Indian women to wear more Merino wool as she displayed the natural drape of a Cool Wool scarf on stage in front of guests. Prominent Indian textile manufacturer and retailer, Raymond, has launched its latest collection of Cool Wool fabrics.. INDIA Australian Foreign Minister Julie Bishop displaying the natural drape of a Cool Wool scarf to guests and media at the launch event. Model and actress Byun Jung Soo (centre) at the Paul Smith event. Turkish actress and model Tuğba Ünsal was one of the bloggers that visited Sarar headquarters to further their knowledge of Merino wool.